tailieunhanh - LIST OF CASE STUDIES ON MARKETING (BRANDS AND BRANDING, MARKETING STRATEGY AND POSITIONING, REPOSITIONING REVERSE POSITIONING STRATEGIES)

Commission to promulgate a rule within nine months that would require advertisements for “free credit reports” in any medium to include certain prominent disclosures. With respect to television and radio advertisements, section 205 specifies the language for the required disclosure as: “This is not the free credit report provided for by Federal law.” For television advertisements, this disclosure must appear in both the audio and visual portion of the advertisement. For all other media, section 205 directs the Commission to issue a rule determining the content and placement of the disclosures. Finally, section 205 requires the following interim advertising disclosure. | CATALOGUE List of Case Studies on MARKETING Brands and Branding Marketing strategy and Positioning Repositioning Reverse Positioning Strategies IBS Case Development Centre c Brands and Branding CQ O c p co Whirlpool s Product Innovation and Brand Building Strategies in India Re-creating the Lost Magic This case is written to debate and discuss on the issue - In the presence of focused and determined competitors even a well-known and established player is capable of making all the possible incorrect strategic moves. Established in 1996 Whirlpool of India Ltd. WIL set out to capture the Indian market with its customer-centric approach. The company gained leadership in the direct-cool refrigerator segment with a significant share in the washing machine market. However with the entry of the Korean conglomerates - LG and Samsung WIL s rise to success came to a halt. Competing for the same market space these Korean players offered a host of technologically superior products at affordable rates through a strong countrywide network. Promoted aggressively and backed by a customer care service to please Indian customers these products took away the market share from WIL in less than a decade. The Korean companies redefined the customer service in the home appliances segment. To make a come-back into the Indian market WIL under the direction of its new vice president Marketing Shantanu Das Gupta geared up to focus on offering innovative products. To create a brand recall the company hired celebrity couple Kajol and Ajay Devgan as brand ambassadors. After 3 years in the red WIL finally witnessed a net operating profit in 2008. However with its market share still trailing behind its competitors the case questions the sustainability of WIL s turnaround. Pedagogical Objectives To understand the nature of the consumer durables market in India and to analyse the critical success factors in this market To understand the reasons for WIL s rise and fall in the consumer durables .