Reference No: MAR0560Pages: 18Published on: 6, May, 2026
Abstract: In December 2019, Aakanksha Devanshu Gandhi, President of Branding and New Business Development at Vadilal lce Creams, reviewed a revealing brand health survey report, the company’s first in more than a century. Despite strong awareness, the brand’s appeal among younger consumers had declined; the brand appeared outdated and did ... More
Reference No: MAR0561Pages: 10Published on: 28, July, 2026
Abstract: The present case is centred around the brand, Manforce, owned by Mankind Pharma, a leading pharmaceutical company in India. Launched in 2007, it soon gained significant market share in the mass market segment and became one of the leading brands by 2020. By 2024, the company was facing the problem of choosing the ... More
Reference No: MAR0202Pages: 6Published on: 1, January, 1978
Abstract: A medium sized radio company is reviewing its product and marketing strategy in light of the shifting emphasis from stationary to portable radios in the industry. The marketing manager wants to estimate the stage in product life cycle and the future trends for both types of radios. ... More
Reference No: MAR0544Pages: 38Published on: 29, May, 2024
Abstract: Indian Cancer Society: Innovative Funding of Cancer Treatment More than 10 years and three investment rounds after it had created a new model for fundraising—through which more than 5,000 donors had contributed towards a cause that had impacted 11,054 lives, with a total disbursement of INR 184 crore until March 31, 2022—the Indian Cancer ... More
Reference No: MAR0549Pages: 21Published on: 13, November, 2024
Abstract: On January 5, 2024, Ravi Kumar, Chief Executive Officer (CEO) of udChalo, an online travel agency (OTA) for defence personnel, was contemplating the future direction of the company to ensure its survival as competition intensified and the company’s competitive edge eroded. udChalo was a pioneer in offering flight tickets to defence ... More
Reference No: CMA0020Pages: 19Published on: 1, January, 1965
Abstract: The chairman of the union is faced with a problem of developing a policy of advising the member co-operative societies to increase the volume of business by pooling cotton from the farmers in order to effect economies of sale. The teaching focus is on the problems of "pooling" cotton and ... More
Reference No: OB0203Pages: 7Published on: 30, June, 2008
Abstract: This case is based on the experience of a multinational-multi-location company during its attempt to implement a customer relationship management (CRM) software. An off the shelf software named Superoffice was chosen and tailored to the needs of Mover Incorporated. A project team was formed to oversee the design, training, and ... More
Reference No: MAR0261(A)Pages: 12Published on: 1, January, 1980
Abstract: Relates to strategic issues of continuing in the business, and evolving an appropriate marketing strategy for promoting product design services offered. Issues raised relate to diagnosing critical problems requiring resolution, identifying needed information, and designing appropriate research studies and instruments for data collection. Four different studies were designed: 1) of users ... More
Reference No: PROD0319(A)Pages: 11Published on: 29, November, 2018
Abstract: Technology has come a long way in the financial industry since the days of hard share certificates. The industry has been evolving at a very fast pace and today almost everything is online. Back in 2010, Nithin Kamath decided to set up an online brokerage platform that was capable of meeting ... More
Reference No: MAR0555Pages: 12Published on: 26, February, 2025
Abstract: Richa Sharma (Richa) the cofounder of CURRYiT, a brand of Indian cooking pastes was pondering over the future of her newly found venture in early 2024. The company had to overcome quite a few challenges to sustain itself and grow over time. First and one of the major challenges was managing ... More
Reference No: MAR0546Pages: 23Published on: 30, August, 2024
Abstract: This case is about setting the strategic direction for Ketto, one of the major medical crowdfunding sites in India. Ketto was founded on August 15, 2012, by Varun Sheth, Kunal Kapoor, and Zaheer Adenwala. As one of the first peer-to-peer fundraising platforms in India, Ketto initiated a revolution in the digital fundraising ... More
Reference No: MAR0409Pages: 18Published on: 7, August, 2009
Abstract: Promoted by the Self Employed Women's Association (SEWA), Rudi Multi Trading Company Limited was established in 2004 with the twin objectives of facilitating a linkage between poor rural farmers and rural consumers, and promoting internal generation of funds in villages. The company worked to unite two parties, small and medium farmers ... More
Reference No: MAR0463(D)Pages: 12Published on: 30, March, 2015
Abstract: In 2013, ‘Fashion Destination’, a well-established clothing retailer considered setting up a clothing and accessories rental service. They hired a market research agency ‘Wright & Company’ to conduct a research on the sustainability and profitability of such a business model. The consultants collected primary data and did an extensive analysis for Fashion ... More
