Banerjee

Case Solution for Ethnic Consumers Consulting

Complete Case details are given below :

Case Name : Ethnic Consumers Consulting

Authors : S. Ramesh Kumar, Nitya Guruvayurappan, Madhurjya Banerjee

Source : Ivey Publishing

Case ID : 910A30

Discipline : Marketing

Case Length : 18 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Description for case is given below :

Emerging markets are being pursued by large multinational companies. With radical changes in the lifestyles of consumers and proliferation of categories and brands, the Indian context offers unique marketing challenges to marketers. The case deals with the perspective of how cultural values can provide the differentiation platform for brands in the categories of hair oil and fairness creams, the ritualistic categories used in the grooming habits of consumers in the country.

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Case Solution for Centuryply: Developing a Power Brand in a Commoditized Market

Complete Case details are given below :

Case Name : Centuryply: Developing a Power Brand in a Commoditized Market

Authors : Banerjee Saikat, Abhra Banerjee

Source : Ivey Publishing

Case ID : W12179

Discipline : Marketing

Case Length : 16 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Description for case is given below :

Centuryply operates in the building materials space – specifically, in interior decoration with plywood, laminates and decorative veneers – alongside other categories like cement, shipping, and logistics. In India, this market is dominated by unorganized players, and plywood has always been treated as a commodity by marketers. Given the boom in real estate across residences and offices, as well as the current rapid lifestyle changes in India, the company expects sustainable and continuous growth and wants to achieve greater success in the wood furnishings category. Centuryply views investment in brand-building as a way to beat commoditization.The focus of the case is to explain innovative branding strategies that may be adopted by marketers to create a brand in the commodity market. In addition, it touches on the difficulties faced by a company to maintain a sustainable brand proposition amid competition. The key question is how to maintain brand-building momentum and take it to the next level.

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Case Solution for Spencer’s Retail Limited: Repositioning in a Changing Retail Environment

Complete Case details are given below :

Case Name : Spencer’s Retail Limited: Repositioning in a Changing Retail Environment

Authors : Tridib Mazumdar, Mohua Banerjee

Source : Ivey Publishing

Case ID : W14060

Discipline : Marketing

Case Length : 20 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Description for case is given below :

To target the expanding segment of upwardly mobile and upper-income Indians, a pre-eminent organized retailer in India decided to introduce Western-style hyperstores with high-end merchandising. The initial reactions of shoppers were positive, but soon the novelty wore off and store traffic declined. To counter the negative consumer responses, the retailer undertook a year-long test of a new repositioning strategy in its signature hyperstore in a large urban centre. The key challenge was to increase the store’s traffic and profitability without jeopardizing its distinctive and high-quality upscale image. The case provides the test results, which include consumer reactions as well as impacts on store traffic and profit margins.

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