Pinaki Dasgupta and Jones Mathew
Marketing management, digital marketing, advertising and promotion management, and technology management.
Abstract
Subject area
Marketing management, digital marketing, advertising and promotion management, and technology management.
Study level/applicability
The case is suitable for BBA and MBA students. It can also be considered in executive education programs.
Case overview
Venkatesh Kothapalli, the marketing head at Reebok India headquarters at Gurgaon, was in a decision dilemma about the effectiveness of using social media marketing and its employment in the current scheme of marketing strategy being planned. He had been able to generate a fair amount of awareness and excitement amongst potential users on Reebok's social media sites. However, these often fail to convert into topline sales. In addition, Alex his superior had given clear instructions that no separate budget would be earmarked for this type of medium. So Venkatesh had to divert some parts of his existing budgets (which he did from the PR budget and the DM budget) and channel these into the new area of social media marketing. This had also created concerns in Venkatesh's mind about the possibility of the new media not showing favourable results while budgets of the traditional and tried and tested media like PR and direct marketing were being chopped.
Expected learning outcomes
These include: understanding the dilemma of an organization's adoption of newer marketing tools as opposed to traditional marketing practices; evaluating the role of newer mediums like social media marketing and its long term and short term relevance; understanding the origins and development of social media marketing to grasp the full scale of its usefulness; and appreciating the complexities of measuring the effectiveness of social media marketing initiatives.
Supplementary materials
Teaching notes are available, please consult your librarian for access.
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Ruppal Walia Sharma and Pinaki Dasgupta
This paper seeks to identify the focus areas for marketing strategies targeting children.
Abstract
Purpose
This paper seeks to identify the focus areas for marketing strategies targeting children.
Design/methodology/approach
The paper integrates and structures key insights from existing research on children's influence and roles in decision making and postulates a planning framework for marketing to children. Current marketing examples are cited to illustrate and support the framework.
Findings
The PPP planning framework developed here highlights what should be the direction and focus of marketing strategies, given the level of interest and influence of children in a particular brand/category.
Research limitations/implications
The framework postulated is conceptual and has not been tested empirically.
Practical implications
The paper seeks to help marketers tailor their strategies to create maximum impact in the children's segment.
Originality/value
The paper presents an integrated perspective incorporating both the interest and the influence levels of children and develops a practical planning tool that can be leveraged by marketers.
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Akash Dandapat, Pinaki Das and Soumita Dasgupta
This chapter conducts a comprehensive examination of the influence of Foreign Direct Investment (FDI) on the manufacturing sector in India, with a particular focus on the informal…
Abstract
This chapter conducts a comprehensive examination of the influence of Foreign Direct Investment (FDI) on the manufacturing sector in India, with a particular focus on the informal manufacturing sector's growth and expansion through subcontracting mechanisms. This analysis employs a general equilibrium approach to explore the ramifications of FDI inflows on the dichotomous sectors of manufacturing: the formal and informal. The influx of FDI into the formal sector is identified as a catalyst that propels these firms to enhance production and adjust their factor utilization, which in turn leads to an escalation in contractual employment. However, this surge encounters resistance from labour unions, which compels formal sector firms to enter into subcontracting arrangements with entities within the informal manufacturing sector. This transition proves to be advantageous for the informal sector, witnessing an uplift in both output and employment levels, thereby contributing to a decrease in overall unemployment rates and a potential uptick in wages. Moreover, this pivot towards subcontracting practices is posited to result in reduced carbon emissions emanating from the larger entities within the formal manufacturing domain. This chapter elucidates the dynamic interrelation between India's formal and informal manufacturing sectors as significantly impacted by foreign capital influx, emphasizing the critical role of subcontracting in enhancing the productivity and output of the informal sector. It advocates for governmental policies to support and bolster this interconnection. It also paves the way for future empirical investigations into the intricate dynamics of FDI, subcontracting, and their broader socio-economic impacts on the Indian economy.
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Debashruti Jana, Mihir Kumar Pal and Akash Dandapat
Unorganized manufacturing enterprises form a pivotal component of India's socio-economic framework, with the food and beverages micro enterprises (MMEs) standing out within this…
Abstract
Unorganized manufacturing enterprises form a pivotal component of India's socio-economic framework, with the food and beverages micro enterprises (MMEs) standing out within this sector. Utilizing secondary data from the National Sample Survey Organization (NSSO) and comparing survey rounds from 2010–2011 to 2015–2016, this study assesses the unorganized food and beverages MMEs' growth dynamics among 25 industries. It examines their status in terms of enterprise numbers, employment share, and Gross Value Added (GVA), alongside estimating the Annual Average Growth Rate (AAGR) across major Indian states based on these parameters. The findings reveal a trend of expansion exceeding stagnation or contraction in both enterprise numbers and per enterprise GVA during the periods studied. Additionally, labor productivity appears to positively correlate with enterprise growth, with establishments and urban-based enterprises showing a higher tendency toward expansion. This analysis demonstrates a significant growth trajectory in the unorganized micro food and beverages sector from 2010–2011 to 2015–2016, marked by increased enterprise numbers, employment generation, and output across major states. This chapterconcludes by underscoring the sector's vital contribution to employment and output generation, offering insights for policymakers and stakeholders focused on fostering this sector's development. This growth trend not only showcases the sector's resilience but also its potential as a driver of socio-economic progress during the observed periods.
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Swapan Kumar Maity and Golam Ahammad
This research paper discusses how the tribal people in their everyday practices uphold the principles of green economy and sustainable development. The indigenous lifestyle may be…
Abstract
This research paper discusses how the tribal people in their everyday practices uphold the principles of green economy and sustainable development. The indigenous lifestyle may be far away from the modern amenities, but they are most close to nature. Unlike, in the name of modernism or post-modernism, they are very responsibly self-content and self-dependent. They follow the principle: contentment is the root of all happiness. Thereby without causing irreparable damage to the mother earth, they live a very sustainable life. They know how to devise out day-to-day necessities. They do not always depend on the industry products. Rather they innovate and produce many things through informal and indigenous manufacturing. This research study aims to critically analyze tribal community participation in informal manufacturing for sustainable development and a green economy, and identify areas of concern within this participation. This paper focused upon the particular examples from their household life which promotes sustainable development in its true spirit; and alongside, it follows the path of green economy. The method of this research work was readings in community-based exploration. Alongside indigenous people were interviewed, and their responses were analyzed critically. The researchers also adopted content analysis regarding the studies, statistics and research reports on the community participation of tribal people through informal manufacturing to earn their livelihood. This study highlights that tribal community life aligns well with sustainability and a green economy though some issues exist that can be addressed through strategic government policies and planning.