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M.Com. - Part II Semester IV Subject -: CASE STUDY
Objective of the paper 1) To study the application of theory of marketing management in practice. 2) 3) To Develop the Problem solving capabilities. To enhance the analytical ability.

Meaning of the Case Study 'A chunk of reality brought to the classroom for further Analysis' This paper will be divided in to two parts. Part -I for confirming theoretical background about case study it consists of a) b) c) d) e) f) g) Meaning and definition of case study. Purpose of case study. Types of cases. Benefits and limitations of case study. Steps in solving case study Various approaches to case study Case study as a tool of marketing research.

Part - II will be based on practical cases on the topics related to issues based on marketing areas. Part - I carry 25 marks and Part - II 75 marks. In the examination some practical and contemporary cases and case lets based on marketing will be asked. Some cases based on applied area in marketing and other on theoretical bases. Following are some of the sample cases and case lets for reference.

University of Pune |M.Com Part II Semester IV 1

Case No. - 1 CONSUMER RESEARCH ON HORLICKS It's a brand that's been growing steadily over the years. And increasing the audience that it addresses as well. The new ad campaign of the Rs. 600 crore Horlicks brand is just hitting national networks and the message is clear, 'many things to many people. Although Horlicks features in the top 10 of most consumer surveys this is one of its highest ratings so far. Says Simons J. Scarf, managing director, Smith Kline Beecham Consumer Healthcare (SBCH), "We are delighted at the rating that Horlicks has got in the ET survey. We're obviously aware of the power of Horlicks through our closeness to consumers, but it is always nice to get independent acknowledgement of the fact." The flagship of SBCH, Horlicks has been showing consistent annual value growth of about 25 per cent in the last three years. And more is expected. Which is why SBCH is busy setting up a Rs. 250 crore dedicated Horlicks facility at Sonepat, Haryana. Invented in 1873 by James Horlicks, the brand has been available in India for 70 years. From being a drink taken only during convalescence the brand has repositioned itself since the seventies as a 'great family nourished'. Explains Scarf, "We have nurtured the equity of Horlicks carefully over the years and this has resulted in a unique relationship between the brand and millions of consumers across India". In fact, the company's consumer research shows that consumers over time and experience have developed an emotional bonding with the brand. That's something they find more powerful than a rational bonding. Vibrancy has been maintained despite its mature age by avoiding complacency. Most big brands with huge equities tend to fall to the temptation of sitting tight. And that in turn can result in a brand losing relevance. University of Pune |M.Com Part II Semester IV 2

But Horlieks has taken a proactive stance. Explains R. Shyam Sundar, head of marketing — nutritional business, SBCH, "Our learning has been that if there is a big brand with a lot of equity and it does nothing new, someone else usually comes in and segments the market. If instead, the market leader is the one to segment, he can gain the most". So before anyone else could, the company stake out some new turf. Which is why Horlicks has come out with new products such as Junior Horlicks, Mother's Horlicks and Horlicks Biscuits? The idea here is to extend the core values to new formats and benefits. And that in turn grows the market. Take biscuits. They've meant a different distribution and marketing technique — allowing access to the brand at a low price. And that gives the brand a means to get into smaller outlets — including the corner pan-bidi shop where it never could have been before. Even if products like Junior Horlicks cannibalize the mother brand, at least 80...
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