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Authors: Tripathi, Sanjeev;

Reference No: MAR0462TEC Pages: 11 Published on: 18, March, 2015

Abstract: As sponsorship is gaining in importance in the overall communication strategy for firms, so is the practice of ambush marketing. This note discusses strategies that can be used by firms to ambush and also how to prepare for defense from ambush attacks. It also discusses how consumers perceive and react ... More

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Authors: Abhishek; Tripathi, Sanjeev; Sinha, Piyush Kumar;

Reference No: MAR0420EX Pages: 4 Published on: 8, March, 2011

Abstract: The exercise presents a decision situation for a FMCG company which is on an expansion path and is looking to introduce its product in a new geographic market of neighbouring state. Before they finalize the channel partner, they have to assess the market scenario in the new market. For this, ... More

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Authors: Tripathi, Sanjeev; Abhishek;

Reference No: MAR0426EX Pages: 21 Published on: 21, November, 2012

Abstract: With the retail landscape becoming increasingly competitive, retailers tend to differentiate themselves through innovative pricing strategies. One practice that is become increasingly common is that of Price Guarantees. This in-class exercise allows for a dynamic situation wherein retailers change the prices depending on the response from the customers. The exercise ... More

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Authors: Tripathi, Sanjeev; Abhishek;

Reference No: MAR0399EX Pages: 12 Published on: 8, April, 2008

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Authors: Tripathi, Sanjeev; Dhandhnia, Kopal Agrawal;

Reference No: MAR0447 Pages: 30 Published on: 15, January, 2015

Abstract: Olympic Gold Quest (OGQ) was founded as a Non-profit to support Indian athletes win Olympic Gold medals by bridging the gap between the best athletes in India and in the world. The support from OGQ has been instrumental in India winning its highest number of medals at any summer Olympics. ... More

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Authors: Tripathi, Sanjeev; Bhasker, Shashank;

Reference No: MAR0467 Pages: 15 Published on: 12, June, 2015

Abstract: GiveIndia is an online donation platform that bridges the gap between the donors and credible Non-Governmental Organizations. The focus of GiveIndia has been on individual donations with a vision to create a culture of giving, where every Indian donates at least 2% of their income for the poor. In 2013, the Government ... More

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Authors: Tripathi, Sanjeev;

Reference No: MAR0451 Pages: 21 Published on: 15, February, 2015

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Authors: Tripathi, Sanjeev; Dhandhania Agrawal, Kopal;

Reference No: MAR0454TEC Pages: 10 Published on: 30, March, 2015

Abstract: The objective of this article is to help develop an understanding of message strategy and using it to develop an advertising planning model. This article describes Vaughn’s FCB grid that has been widely applied in this filed and elaborates how this framework can be used to develop an advertising ... More

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Authors: Tripathi, Sanjeev; Dhandhania Agrawal, Kopal;

Reference No: MAR0453TEC Pages: 12 Published on: 30, March, 2015

Abstract: The note illustrates ‘how’ a message can be communicated to the target audience adopting various creative approaches: Comparative, Inoculative and Refutational. It demonstrates the emotional (humour, sex, lifestyle, fear and scarcity) and rational (feature and price) appeals used in communication to attract audience to the brand. It then describes and ... More

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