Professional Documents
Culture Documents
Case Study-1
3. Placement: Worldwide.
As the firm’s goal is steep, 25 per cent growth per year, they have to go for aggressive
marketing and prompt and proper service. They have realized that even with these plus
points, the target can be achieved only when customers across the world know about them.
They have been doing research on a hit-and-miss basis. Some areas are well researched while
others have been totally neglected. They have created technological entry barriers for
newcomers in their field. They plan to have excellent direct mail programme as other media
are too expensive for worldwide exposure and not too effective either. In firms engaged in
commercial products such as Raychem, image-building advertising is necessary. It is
important to conduct advertising research to understand how the consumers process the
information provided in the advertisement and how they perceive the advertisement.
Information is also needed to know about the attitudes of the consumers and any changes
therein due to the campaign. The research should make you aware of the consumers’
behaviour towards competitive products. Advertising research is a part of marketing research,
confined to development of advertising plan, creative work, market segment and the best
possible media, which would cater to the segment. The research should increase the
effectiveness and efficiency of the advertising campaign.
QUESTIONS:
1. Prepare an alternate plan for aggressive marketing and advertising to enable the firm
to reach its steep goal.
Case Study-2
Chocolate had always been considered an affordable little luxury, associated with romance
and celebrations. Therefore in 2000 and 2001, revelations that the production of cocoa in the
Côte d’Ivoire involved child slave labor set chocolate companies, consumers, and
governments reeling. In the United States, the House of Representatives passed legislation
mandating that the FDA create standards to permit companies who could prove that their
chocolate was produced without forced labor to label their chocolate “slave-labor free.” To
forestall such labeling, the chocolate industry agreed to an international protocol that would
give chocolate producers, governments, and local farmers four years to curb abusive practices
and put together a process of certification.
The stories of child slave labor on Côte d’Ivoire cocoa farms hit Cadbury especially hard.
While the company sourced most of its beans from Ghana, the association of chocolate with
slavery represented a challenge for the company, since many consumers in the UK associated
all chocolate with Cadbury. Furthermore, Cadbury’s culture had been deeply rooted in the
religious traditions of the company’s founders, and the organization had paid close attention
to the welfare of its workers and its sourcing practices. In 1908, the company had ended a
sourcing relationship that depended on slave labor. Now for the first time in nearly 100 years,
Cadbury had to take up the question of slavery again.
By the 2005 deadline, the chocolate industry was not ready to implement the protocols and
asked for two years more to prepare. Privately, many industry officials believed that the kind
of certification sought by the protocols was unrealistic. Because cocoa was produced on over
a million small farms in western Africa, insuring that all of these farms, most located deep in
the bush, complied with child labor laws seemed impossible. Furthermore because beans
from numerous small farms were intermingled before shipment, it was difficult to track those
produced by farms in compliance with labor standards and those that were not.
In 2008, a confrontation between U.S. government officials and the industry seemed
imminent. Observers argued that this left Cadbury, a company that had done much to
improve its supply chain, in a difficult position.
Questions:
1. Whether Cadbury should join with the industry to lobby for more time?
2. What else could Cadbury do to ensure its supply chain was ethically managed?
Case Study-3
Questions:
1. From the above case Whether Coca-Cola would be able to revive its sales through this
brand extension strategy?
2. Can coco-cola may achieve competitive advantage by focusing on health and wellness of
people?
Case Study-4
Questions:
1. What is the impact of Nike’s subsidiary brand on its core brand?
2. What are the Segmentation, targeting and positioning strategies of core brands and
subsidiary brands?
Case Study-5
Questions:
Case Study-6
Questions:
1. Discuss Nivea's growth strategy over the years and it strategy to maintain its lead in
the changing market place.
2. What is the impact of competition and private label on Nivea.
Case Study-7
Questions:
1. Discuss senior management's initiatives to turn Wal-Mart into the world's largest
environment friendly store.
2. Briefly describe various environmental and other controversies that have had a
negative impact on the retailers sales.
Case Study-8
of its aggressive strategy to match demand and supply. Although the company's efforts to
correct the demand – supply gap are going in the right direction, they are also leading to
rising dealer inventory and reduced value of pre-owned vehicles.
Questions:
1. Discuss Harley's product development strategy, brand merchandising, pricing, its
promotion strategy which promote lifestyle experience.
2. What are the challenges that Harley Davidson faced from competitors, over the years?
Case Study-9
Questions:
1. Discuss whether Intel has made the right move or not.
2. Discuss the strategies adopted by Harley to maintain its status as a cult brand.
Case Study-10
Questions:
1. Discuss in detail about the evolution of brand Google from an online search engine to
globally the leading brand.
2. Discuss how Google enriched its product portfolio.
Case Study-11
Questions:
1. Examine the critical success factors for YouTube as a company.
2. Discuss the marketing strategies of YouTube.
Case Study-12
Questions:
1. Will this shift in advertising strategy yield the desired result?
2. Discuss the evolution of Omega’s advertising strategy .
Case Study-13
Questions:
1. Briefly discuss PepsiCo’s strategies in India and the Indian beverage market
2. Trace Pepsi’s flavour extensions globally
Case Study-14
Questions:
1. Discuss Intel’s marketing and promotion strategy over the year.
2. Discuss the reasons behind the change required in Intel’s marketing strategy.
Case Study-15
Questions:
1. To discuss the product Life cycle of Kit Kat .
2. To discuss the revival strategy of kit Kat to make a comeback.
Case Study-16
Questions:
1. Discuss Coke’s advertising strategies over the years and their impact on the company.
2. Discuss the beverage industry scenario and the two major players – Coke and Pepsi
operating in it.
Case Study-17
Questions:
Case Study-18
Questions:
1. Discuss the growing PR and labour problems at Wal-Mart and how it has affected the
image and operations of the company .
2. Discuss Lee Scott’s brand reinvention strategy at Wal-Mart.
Case study-19
Questions:
1. Discuss the strategies adopted by ITC to create prominent brands in different non-
tobacco businesses in India.
Case Study-20
Questions:
1. Discuss how McDonald’s managed various aspects of its business to achieve a brand
identity characterised by the ‘uniformity’ aspect •
2. Discuss the ability of McDonald’s to leverage its standardised operations by building
a brand around it.