Infibeam Internet Retailing
This case focuses on Infibeam, a small, new e-commerce company in India, as an illustration of innovative B2B contractual agreements that enabled it to acquire a significant customer base at a very low cost. However, it must now develop innovative strategies for marketing communication, customer value proposition and a new IT e-commerce rural platform in order to achieve its required growth estimates and raise capital for a new project in cooperation with a state government. Internet retailing is rapidly growing in India, but it does contain challenges: the cost of acquiring customers is high; per person spending amount is smaller; and customers are spread all over the country, often 2,000 kilometres away from supply centres.
Collection: Ivey Business School (Canada)
Ref: IVEY-9B12M094-E
Format: PDF
Number of pages: 19
Publication Date: Mar 14, 2013
Language: English
Review date: Feb 25, 2013
What material is included in this case:
Description
This case focuses on Infibeam, a small, new e-commerce company in India, as an illustration of innovative B2B contractual agreements that enabled it to acquire a significant customer base at a very low cost. However, it must now develop innovative strategies for marketing communication, customer value proposition and a new IT e-commerce rural platform in order to achieve its required growth estimates and raise capital for a new project in cooperation with a state government. Internet retailing is rapidly growing in India, but it does contain challenges: the cost of acquiring customers is high; per person spending amount is smaller; and customers are spread all over the country, often 2,000 kilometres away from supply centres.
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Year: 2011
Geographic Setting: India
Industry Setting: Retail Trade;
Learning Objective
·To understand the concept of customer acquisition cost and its implications for customer life time value proposition across India and other countries. ·To understand the rural IT e-commerce platform and operational supply chain management system. ·To determine marketing communication objectives and create an advertising plan to meet these objectives. ·To devise a funding plan.
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