In November 2012, Reinhold Carl, the managing director of Audi Singapore, faces a difficult challenge. The market for the number of new cars sold in Singapore has declined by an annual rate of 18% on average between 2005 and 2011. In such a market, capturing market share by value seems more viable...
This case study discusses the initiatives taken by Unilever, one of the world’s leading fast moving consumer goods companies, to promote sustainability, by using the example of Lipton Tea in Turkey. In November 2010, Unilever launches the ambitious “Unilever Sustainable Living Plan”, committing to...
In July 2010, Sujit Patil, head of corporate communications for Mumbai-based Tata Chemicals Limited (TCL) has to develop a company branding strategy after a series of acquisitions. TCL has acquired several of the top producers in the soda ash business, making it a commanding player in the global...
This case is a two-part case series. Part A of the case study is set in early 2011, and begins with Parag Gadre, the assistant vice president of marketing and strategy at Tata Chemical Limited (TCL), contemplating what to do with Tata Salt’s flanker brand. It has been five years since I-Shakti was...
This case is set in September 2007 and revolves around Parag Gadre – the head of sales and marketing at Tata Chemicals Limited (TCL) – wondering how he can best boost the market share of Tata Salt, one of the flagship products of TCL. The dilemma is particularly interesting, as Tata Salt has been...
Perry Goes, the vice president of strategy at United Breweries Limited (UBL), needs to convince the board of UBL that his social media strategy is the most viable and sustainable way to continue building the Kingfisher brand in India. In doing so, he needs to justify the company’s digital marketing...
Arunachalam Muruganantham is a social entrepreneur dedicated to solving India’s menstrual health problems. He developed an unprecedented product: a low-cost, locally produced sanitary pad. In a paragon effort of frugal innovation, he reverse-engineered the industrial processes used to make sanitary...
Tata Consultancy Services’ (TCS) Business Process Outsourcing (BPO) division faces the challenge of retaining their Generation-Y employees, with seven out of a thirteen-person team quitting within a month. Workforce dynamics in the BPO industry in India are a high growth area and employees often...
The stage for this case is set in South Central LA, the infamous battleground of bloody gang wars, and the original breeding ground for rap and hip hop music. The narrative zooms in on the charismatic Alfred Lomas, who since leaving prison and his gang, has set up a business that requires him to...
This case, set in 2012, deals with an increasingly important economic, demographic and social phenomenon in Asia — the emergence of career- minded women who are impacting how products are marketed in that region — in this example, South Korea. The case revolves around the iconic “Gold Misses” — an...