Case Name :      Infibeam Internet Retailing

Authors :           Piyush Kumar Shinha, Barbara L. Marcolin, Varsha Verma, Nupur Gupta

Source :             Ivey Publishing

Case ID :            W12529

Discipline :        General Management

Case Length :    19 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

This case focuses on Infibeam, a small, new e-commerce company in India, as an illustration of innovative B2B contractual agreements that enabled it to acquire a significant customer base at a very low cost. However, it must now develop innovative strategies for marketing communication, customer value proposition and a new IT e-commerce rural platform in order to achieve its required growth estimates and raise capital for a new project in cooperation with a state government. Internet retailing is rapidly growing in India, but it does contain challenges: the cost of acquiring customers is high; per person spending amount is smaller; and customers are spread all over the country, often 2,000 kilometres away from supply centres.