Case Studies in Marketing Vol. - II

Table of Contents PART - I: CONSUMER BEHAVIOR Archies - The Way Indians Greet Fast Food Fables Kellogg's Indian Experience Eureka Forbes - The Direct Marketing Pioneer The Teleshopping Business in India PART - II: INDUSTRIAL MARKETING Branding a Commodity - The Tata Steel Way Intel - The Component Branding Saga The Indian Petroleum Industry: Towards Branded Fuels PART - III: MARKETING COMMUNICATION STRATEGY The Coke & Pepsi Rivalry Relaunch of Frooti-the 'Digen Verma' Campaign Banning Liquor Surrogate Advertising Life Insurance Marketing In India (A) The Changing Advertising & Promotion Norms Absolut Vodka - Creating Advertising History Calvin Klein's Scandalous Advertising - Morality vs. Money Ujala - The Supreme Whitener Coca Cola India's Thirst for the Rural Market Airtel - Positioning (And Repositioning) Asian Paints -Adding Colours PART - IV: MARKETING RESEARCH Marketing Research at P&G The Launch of New Coke New Product Development at Schwan Food Company - Innovation through Communication Advanced Micro Devices Life Beyond Intel BMW's Innovation Strategies Innovations at Harley-Davidson PART - V: SERVICES MARKETING DoCoMo - The Japanese Wireless Telecom Leader Bumrungrad' s Global Services Marketing Strategy Customer Service at Singapore Airlines Coffee Parlours in India-Hotting Up Musicworld - Redefining Indian Music Retailing Air India - The Virgin Airways Saga Virgin - Brand Extension or Brand Dilution ? Social Marketing - Lessons from Child Relief & You (Cry) Film-Based Merchandising - Taking the Movies Home Bharat Sanchar Nigam Ltd. - Ruling the Indian Telecommunications Market ?