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Nestle's Maggi in India : The Ban and The Bounce-back
 
18:45
ABSTRACT This case study is meant to introduce the students/participants to the concept of marketing and brand management, along with competitive analysis of a consumer product. This case is presented through a well-known FMCG product i.e. Nestle's Maggi Noodles. It is an interesting study on the unexpected chain of events that made the huge company Nestle stumble, as their famous brand of noodles got into controversy when FSSAI found Monosodium Glutamate and Lead in Maggi. The case revolves around the ban on Maggi and the subsequent response of different consumer groups along with the strategies of competitive firms. It also describes how the parent company Nestle reacted to the ban and the strategies it adopted to regain customer confidence when Maggi was vindicated of all the charges laid on it. PEDAGOGICAL OBJECTIVES ➢ To understand the reaction of the consumers of a product when the product is withdrawn from the market due to safety issues. ➢ To study the strategies adopted by the competitors of the product to promote their respective products in order to increase sales,and penetrate in the vaccum created due to the major player's absence. ➢ To determine the various campaigning and marketing strategies adopted by the company in order to regain customer confidence and maximize sales,once the product is cleared to be put on the shelves again. ➢ To understand the reaction of different customers when the product comes back in the market. CASE POSITIONING AND SETTING This case study can be used in MBA,MBA(Executive), Management Development Programs for delivering the following courses : 1. Marketing Management - To understand the various marketing strategies and the 4Ps,namely, Price,Product,Place,Promotion associated with a consumer product. 2. Consumer Behaviour - To understand the reaction of different consumer groups in various circumstances and setting target groups according to the demand of the product. 3. Advertising and Brand Management - To understand the different channels of promotion keeping in mind the strategies adopted by the competitors,as well as retaining customers by extending the brand image. TEACHING NOTES SYNOPSIS The primary objective of this case study is to comprehend the marketing strategies adopted by firms selling similar products,in this case an FMCG product, and the changing dynamics of trust associated with a product in the present era. This case also throws light on how quickly a product is replaced by its substitutes and how the void is filled. This discussion allows us to understand the reaction of different consumer groups when their trusted product is thrown out of the market, giving us an insight into the mindset of these consumer groups. Each company adopts its own strategy to promote its product, but it should also keep a check on the strategies adopted by its rival firms. This case study also deals with the reaction of these consumer groups when the product makes a come-back, and to see whether it will be able to hold a dominant position in the market,if yes,how long will that take to happen?
Growth of E-commerce
 
11:08
ABSTRACT This case study introduces the subject of the impact of e-commerce on its stakeholders. Internet revolution has changed the way the world interacts and transacts. Its impact on real sector to the financial sector spanning services, payment modes and customer experiences cannot be underestimated. The transactions are no more geographically defined and there is access to a full range of opportunities from domestic to international. From the business point of view, the business owners have access to a global consumer base with a full range of market opportunities never achieved before. Doing so has pushed them into a new marketplace with new competitors and risks and challenges. A wave of entrepreneurship has been experienced in India and globally that are leveraging the concept of e-commerce and establishing new business and products. The concept of e-commerce is based on the premise of bringing the shop to the consumer instead of the consumer going to the shop. As organizations consider how to optimize the e-commerce to develop business, consumers too looking for better and convenient experiences that provide maximum satisfaction and ease at competitive prices. The present case discusses the evolution and growth of e-commerce in India, how it has impacted retail consumers and firms with respect to sales, costs, and profits. and how it has taken over the traditional measures of shopping. The case analyses the advantages and limitations of e commerce and the risks associated with it. Pedagogical Objectives: The aim of the case study is to provide an insight to the audience about the e-commerce business in India. Following are the objectives: • To understand how e-commerce is replacing the traditional shopping methods as preferred shopping media; • to evaluate the implications and dynamics of e-commerce for retail consumers and business owners; • to identify the issues and problems of e-commerce and suggest solutions; • to discuss the positioning of e-commerce in various sectors. Case Positioning and Setting The case study can be used for undergraduate programs and post graduates programs i. e. B.Com, BBA, MBA, Masters level, Executive MBA for the course on Internet Marketing and E-Commerce: • Internet Marketing Course: "Internet Retailing"- To analyse the commerce metamorphosis and its future. • E-Commerce Course: "E-Marketing and Risk of Attached Systems"-To critically examine the role of e-commerce and the risks of the systems.
Impact Of Social Media On Public
 
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The Case in the video presents a detailed analysis on the impact of media tools and communities on public through the use of Internet as a web based communication tool. It presents the effects of social media on 1. people 2. Enterprises 3. Ideas 4. Information Technology itself has been a rising trend and has evolved through phases of change & social Media's -Open Ended-ness, -unlimited space, -rich text and -cost effective dissemination of information connects people for higher Interactivity, empowers the citizens and the producers of the content. However, any technology is a double edged sword. So is Social Media. the impact of social media is so quick, that the results can be damaging also. It all depends upon how and who uses it. So, Here is the good, the bad and the ugly side Of social Media's effect on Public.