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Flipkart (B): The Ongoing Battle for India's E-Commerce Market
Gupta, Sunil; Narayandas, Das; Tahilyani, RachnaCaso HBS-518097-EMarketingIn 2017, both Flipkart and Amazon claimed leadership position in India's recently concluded key annual festive season sale, but it was too early to declare victory. Amazon continues to invest heavily in India. Competition from newer players is increasing. Media reports hint that Reliance Industries, a large Indian conglomerate, is planning to extend its e-commerce offering beyond fashion to electronics, mobile phones and even groceries. As th...Desde 5,74 €
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Basmati House Supermart: Competing with the E-retail Channel
Jaydeep MukherjeeCaso IVEY-9B20A068-EDirección estratégica, Iniciativa emprendedora, MarketingIn January 2020, the proprietor of Basmati House Supermart (BHS), a large grocery retail outlet in India, terminated a partner retailer contract with Springers, an online retail platform. The proprietor had an ancestral property, located in a high-footfalDesde 8,20 €
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Basmati House Supermart: Co-Operative Competition with an E-Retail Channel
Jaydeep MukherjeeCaso IVEY-9B20A035-EDirección estratégica, Iniciativa emprendedora, MarketingIn July 2019, the owner of Basmati House Supermart (BHS), a grocery store, entered into a six-month agreement to become a partner outlet of a large online grocery retailer in India. During the first two months, BHS acquired many new customers and also increased its customers’ monthly purchase. However, the steep discounts and promotions used to attract customers to the business drove down the margins, while the customer churn rate increased. The ...Desde 8,20 €
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Basmati House Supermart: Competing with the E-retail Channel - Teaching Note
Jaydeep MukherjeeNota del Instructor IVEY-8B20A068-EMarketingTeaching note for product 9B20A068.Desde 0,00 €
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Basmati House Supermart: Co-Operative Competition with an E-Retail Channel - Teaching Note
Jaydeep MukherjeeNota del Instructor IVEY-8B20A035-EMarketingTeaching note for product 9B20A035.Desde 0,00 €
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Jabong.com: Balancing the Demands of Customers and Suppliers
Jaydeep Mukherjee; Punit BhardwajCaso IVEY-9B16A028-EDirección estratégica, MarketingJade eServices Pvt. Limited (Jabong), an e-retailer of fashion products in India, regularly had to balance conflicting expectations from its supplier brands and consumers. The discounts that e-retailers had to offer to consumers to generate sufficient sales resulted in brand dilution, which compelled these brands to avoid the online channel. After allowing large discounts on Jabong’s website for two years, Puma, a major international sports shoe ...Desde 8,20 €
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Transitioning to a Marketplace Model (Spanish version)
Narayandas, Das; Gupta, Sunil; Tahilyani, RachnaCaso HBS-518S12MarketingSachin Bansal and Binny Bansal, co-founders of India's largest e-commerce company, Flipkart, were reviewing the foregoing Facebook post, which had gone viral and received more than 20,000 likes. A third-party seller listed a pair of women's sandals on Flipkart's website at 799 Indian rupees and offered it on promotion at 399. However, upon close examination of the product's display photo, consumers noticed a 399 price tag printed on the strap. Co...Desde 8,20 €
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Flipkart (A): Transitioning to a Marketplace Model
Narayandas, Das; Gupta, Sunil; Tahilyani, RachnaCaso HBS-516017-EMarketingSachin Bansal and Binny Bansal, co-founders of India's largest e-commerce company, Flipkart, were reviewing the foregoing Facebook post, which had gone viral and received more than 20,000 likes. A third-party seller listed a pair of women's sandals on Flipkart's website at 799 Indian rupees and offered it on promotion at 399. However, upon close examination of the product's display photo, consumers noticed a 399 price tag printed on the strap. Co...Desde 8,20 €
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Mantra Ayurveda: Scaling Direct-To-Consumer Marketing
Aditi Saini; Jaydeep MukherjeeCaso IVEY-W25497-EDirección estratégica, MarketingMantra Ayurveda (Mantra), established in India in 2020, manufactured and marketed luxury Ayurvedic skin care and hair care products. The brand’s equity in the Indian market was low, its performance marketing efforts were not leading to expected revenue gains, and the revenue from direct-to-consumer (DTC) initiatives had experienced a negligible uptick in financial year (FY) 2020–21. In April 2021, the chief executive officer would have to convinc...Desde 8,20 €
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Micromax: Scaling the Largest Indian Mobile Handset Company
Gulati, Ranjay; Tahilyani, Rachna; DeSantola, AliciaCaso HBS-415034-ELiderazgo y Dirección de personasIt is January 2014 and Rahul Sharma, cofounder of Micromax Informatics (Micromax), the largest Indian mobile handset company, is preparing for an emergency conference call with his private equity investors. In the last six years, Micromax had grown its annual product revenues from $54M to over $1B. Unfortunately, it was difficult for the founding team to keep up with Micromax's rapid growth, triggering a series of missteps in 2010 that brought th...Desde 8,20 €