Abstract
The case delineates the situation faced by Shemaroo Entertainment Limited (Shemaroo) related to the company’s rebranding exercise, product portfolio and future course of action. Shemaroo was founded in 1962 by Buddhichand Maroo as a book circulating library in Mumbai that moved into the Video Home System (VHS) space and went on to become a leading VHS company with a huge catalogue of movie rights in the 1990s. In the first two decades after 2000, the company undertook various measures to create a digital presence such as a YouTube channel, a subscription-based satellite-based TV channel, and various value-added services for telecom service providers. The company was trying to transform its image from a B2B company to a B2C firm as digital content was targeted directly to the consumers. It underwent a rebranding exercise to communicate its new proposition by launching a new logo and tag line. In 2019, it launched ShemarooMe, an OTT platform for Indian movies and in January 2020, started an exclusive TV channel in the Marathi language. In the same year, it launched Shrimad Bhagavad Gita, a Bluetooth audiobook. While all the developments were happening, it was a challenge for Shemaroo to integrate the entire product portfolio into the existing business model for future growth. The company hired Subir, an external consultant, to provide valuable inputs over its marketing strategy. Subir wondered how the company could sustain itself financially while maintaining its brand image with the new product offerings.
Additional Information
Product Type | Case |
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Reference No. | MAR0523 |
Title | Shemaroo:On/Off Where to Draw the Line? |
Pages | 11 |
Published on | Jun 16, 2021 |
Year of Event | 2019-20 |
Authors | Roy, Subhadip; |
Area | Marketing (MAR) |
Discipline | Marketing |
Learning Objective | 1. Understand the need for rebranding for a company and the critical elements of rebranding. 2. Reflect on new product offerings in the context of the rebranding decision. 3. Revisit and integrate the concept of brand architecture with a focus on the brand portfolio and sub-brands decision in synchronisation with the overall brand image. 4. Analyse the product portfolio and evaluate strategic options for business sustenance and growth. |
Keywords | Marketing; Rebranding; Brand Management; Marketing Strategy |
Country | India |
Organization | Shemaroo Entertainment Limited |
Access | For All |
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