Preface – Case Studies on Marketing Management


When I first started to dream about bringing out a casebook on marketing management, my initial thought was to have a casebook that has fresh, recent, and Indian cases. However, the biggest motivation was to bring to the management classroom, the cases that are relevant for the future managers whom we are teaching. Having spent almost a decade in management institutes, initially as a student, and then as a faculty, I realized that we are importing knowledge from western world and teaching case studies written on American or European companies by only tweaking them slightly to suit the Indian context, without questioning their relevance. If most of our would-be managers would work in the Indian context, then why teach them a case study that has been either written in the 1970s and 1980s or in the United States. As a student, and as a faculty, I always shared this feeling of being taught, or teaching a case study that brings out any excitement in the face of the would-be managers or even managers themselves. I am sure that many of the management students as well as the faculty may think in the same way. Of the 15 cases compiled in this casebook, except for one case, all are Indian cases. The advantage of teaching and learning using an Indian case study is the excitement of being able to connect with the context of the case and being able to learn from the case that is directly applicable to the future manager.

The 15 case studies have been divided into 5 themes—Consumer behaviours (Chapter 1: One Evening in a Shopping Mall, and Chapter 2: Socializing in the Virtual World), Product and brand management (Chapter 3: To Brand or Not to Brand: Insights from Customers, Chapter 4: Chotukool from Godrej: Marketing Challenges at the Bottom of the Pyramid and Chapter 5: Ford Figo in India), Marketing mix strategies (Chapter 6: Female Condom from HUL: A Night for the ‘Fairer Sex’, Chapter 7: Pay-As-You-Wish Restaurants: Free Lunches Finally! and Chapter 8: Advertising to Influence Customers’ Minds), Sales and distribution management (Chapter 9: A Day in the Life of a Salesperson, Chapter 10: SELCO: Marketing Renewable Energy Products to the Bottom of the Pyramid and Chapter 11: One Day in a Kirana Store), and Marketing in start-up companies (Chapter 12: Aglasem, Chapter 13: Entertainment Engineers, Chapter 14: Evam Entertainment, and Chapter 15: Three Melons). The idea of this collection of case studies is not to have case studies on all possible topics in marketing, but to have a good collection of fresh and relevant Indian case studies that can be taught and learnt through discussion and role-plays in any management classroom.

Comments suggestions, and criticisms from faculty as well as students are most welcome.

Ramendra Singh