Case Studies in Marketing Management

Table of Contents PART I MARKET SEGMENTATION 1.1 MARKETING TO COLLEGE STUDENTS 1.2 SEGMENT TO SELL 1.3 A CASE OF SEGMENTATION: LACOSTE 1.4 HAPPY HOLIDAY RESORTS LIMITED 1.5 THE WAR OF COLOURS 1.6 SUCCESS STORY OF NIPPO PART II MARKETING ENVIRONMENT 2.1 USING THE WEB FOR ELECTRONIC COMMERCE 2.2 USING THE INTERNET AS A VIRTUAL PRIVATE NETWORK 2.3 DOW CHEMICAL CO. (Ad) 2.4 MARKETING ACROSS BOUNDARIES PART III PRODUCT MANAGEMENT 3.1 ROTOMATIC ELECTORONICS 3.2 A COMPARATIVE BRANDING STRATEGY 3.3 MDH-THE SPICE OF LIFE 3.4 HERO HONDA MOTORS LIMITED VS. ESCORTS YAMAHA LIMITED PART IV PRICING POLICIES 4.1 PRICE CUTS AND PREEBIES SPELL SUCCESS FOR AKAI PRICING 4.2 VIP STORY 4.3 PRICE PLUS PART V DISTRIBUTION MANAGEMENT 5.1 NATIONAL FERTILIZERS LIMITED DISTRIBUTION CHALLENGES 5.2 CHANNEL MANAGEMENT AT MAXWELL 5.3 GODREJ-INDIA'S DEPENDABLE DOORKEEPER 5.4 DAIRY DEVELOPMENT CORPORATION 5.5 P&G'S NEW SALES AND DISTRIBUTION SYSTEM IN INDIA 5.6 NESTLE INDIA LIMITED-DISTRIBUTION NETWORK ANALYSIS 5.7 DEADKILL BUGSTORE-DISTRIBUTION THROUGH FRANCHISES 5.8 PUBLIC DISTRIBUTION SYSTEM 5.9 HMT-UNDERSTANDING MULTICHANNEL DISTRIBUTION 5.10 A MNC's MERCHANDISING PROBLEM 5.11 LUFTHANSA CARGO--FLASH: AIRPORT TO AIRPORT 5.12 DISCOVERY CHANNEL (D CHANNEL) DISCOVER THE INDIAN MARKET METTLE PART VI ADVERTISING AND SALES PROMOTION 6.1 IT'S NOT A JAM-IT'S NISHAN 6.2 GOOD BROTHERS INDIA 6.3 PEARS TOILET SOAP 6.4 SUCCESS LIMITED 6.5 AIRCONDITIONING MARKET-SALES PROMOTION STRATEGIES SALES PROMOTION 6.6 GODREJ Vs. SAMSUNG-PROMOTION WAR 6.7 THE AD MAKING FOR ALIEN SOLLEY 6.8 GOOD KNIGHT 6.9 COCA-COLA MAGICANS 6.10 PROMOTION MIX OF ELECTRONIC GADGETS 6.11 RANBAXY-MANAGER'S DILEMMA 6.12 DABUR HONEY PART VII SALES MANAGEMENT 7.1 ABC COMPANY-SALES POLICIES 7.2 INDIRA PHARMACEUTICALS-SALES AND PROMOTION STRATEGIES 7.3 COOL-HEADS-RE-DESIGNING SALES STRATEGIES 7.4 PERFORMANCE APPRAISAL OF SALES FORCE 7.5 RAJ TYRES LIMITED-PERFORMANCE EVALUATION OF SALES FORCE 7.6 SOFTER LIMITED-TRAINING METHODOLOGY FOR SALES EXECUTIVES 7.7 LAKSHMI FERTILISER LIMITED- SALESMAN'S DILEMMA 7.8 NATURAL DRUGS LIMITED-PERFORMANCE EVALUATION OF SALES EXECUTIVES 7.9 KOMAL FOOD PRODUCTS COMPANY LIMITED/ REINVENTING SALES ORGANISATION 7.10 SWANTRA COMPANY-FIXING THE QUOTAS PART VIII MARKETING RESERACH 8.1 RESEARCH ON THE YOUNG INDIAN'S MIND 8.2 REVIVAL OF THREE STAR HOTEL 8.3 INDIAN CHEMICAL AND PHARMACEUTICAL LIMITED 8.4 FRANK CORPORATION LIMITED 8.5 L'OREAL COMES OUT OF ITS NICHE 8.6 CREATING DATA BANK FOR MANAGEMENT STUDENTS 8.7 CHILDREN'S MAGAZINE 8.8 DAIRY SLIM 8.9 SHRI RAM CONSULTANTS 8.10 ANAND NISHIKAWA COMPANY LIMITED 8.11 ALFA POWER 8.12 DABUR: MARKET TESTING AND MARKET PLAN IMPLEMENTATION 8.13 ICPL'S FORAY INTO THE HOUSEHOLD MARKET 8.14 HOTEL IN PUNE-"TO BE OR NOT TO BE" 8.15 MARKETING TIME SHARE AT FUN AND FROLIC HOLIDAY RESORTS 8.16 DISPOSABLE CROCKERY-A NEW CONCEPT 8.17 QUESTIONNAIRE FOR THE CONSUMERS PART IX CONSUMER BEHAVIOUR 9.1 XYZ PHOTOCOPIER COMPANY-HANDLING CUSTOMER CONCERN 9.2 INDIAN CYCLES LIMITED 9.3 F.M.C.G. ONGOING WAR 9.4 IMPULSE SHOPPING 9.5 FLYWAY SUCCESS: FEDERAL EXPRESS 9.6 LAXMI MILLS 9.7 THE STORY OF MACNINE SHOES 9.8 WHAT MOTIVATES MEN AND WOMEN TO BUY? 9.9 CROSS CULTURAL EFFECT ON THE INDIAN FOOD HABITS 9.10 INNOVATION STRATEGY ADOPTED BY 3M 9.11 PALS BUY A FOOD PROCESSOR PART X MARKETING OF SERVICES 10.1 WILL THEY TURN AGAIN 10.2 VILLAGE VOLVO 10.3 SERVICES MARKETING IS DIFFERENT 10.4 GUPTA RENTALS-EQUIPMENT HIRE 10.5 TASTY BITE TURNED UNTASTY 10.6 HOME BANKING 10.7 NEVER AGAIN 10.8 WILL IT BE WISE 10.9 MARKETING CONSULTANCY SERVICES 10.10 NOT DELIVERED AS PROMISED: DON'T PAY FOR IT PART XI RURAL MARKETING 11.1 IDENTIFYING RURAL MARKETING STRATEGIES PART XII MARKETING STRATEGIES 12.1 LAUNCHING STRATEGY OF DENTA 12.2 SOYABEAN MILK-AS AN ALTERNATIVE 12.3 XYZ PAPER COMPANY 12.4 FLUID CONTROL DEVICE LIMITED 12.5 SONY CORPORATION 12.6 CUSTOMER COMFORTS LIMITED 12.7 JOHNSON AND JOHNSON NEW LIFELINE FOR STRATEGY AND SUCCESS 12.8 AMUL.COM 12.9 MERCEDES-BENZ USA: CUSTOMER SATISFACTION THROUGH VALUE 12.10 AUTOMATIC CITATION ISSURANCE SYSTEM 12.11 ORIGINAL MAGIC WAND PART XIII PROJECTS AND ASSIGNMENTS