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Vol 1, Issue 03, Aug 2019
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In June 2008, Tata Motors, a part of the Tata Group, completed the acquisition of JLR from Ford for a net consideration of $2.3 billion in an all-cash transaction. By 2013, the global appeal of JLR increased sales massively. The success surprised many analysts and investors who had maintained that Tata Motors was making an expensive mistake in acquiring JLR. Since 2018, JLR was facing challenges due to the trade tensions between China and the US, low demand for diesel cars in Europe, and worries over Brexit. In October 2018, Tata Motors announced a comprehensive turnaround strategy for JLR.
Tata Motors’ Jaguar Land Rover Turnaround Strategy
MakeMytrip’s unique marketing strategy included the use of innovative digital technologies and launch of digital campaigns. MakeMytrip used social media for the promotion of these campaigns. The campaigns had an impact on the performance of the company.
MakeMytrip’s Marketing Campaigns
Dabur’s digital marketing initiatives included the launch of an online shopping portal and use of different social media platforms for promoting the company’s products. Dabur also launched different digital campaigns which had an impact on the performance of the company.
Dabur’s Digital Marketing Initiatives
Indian consumer goods company Patanjali Ayurved Limited forayed into the apparel industry with the launch of its fashion arm, Patanjali Paridhan. The philosophy behind the launch of Paridhan was to leverage the brand value of Patanjali to provide a range of world class apparel for Indians. Paridhan planned to make the apparel range available on e-commerce platforms, multi-brand outlets and the shop-in-shop stores, and also distribute through unorganized retailers across the country.
Paridhan: Patanjali’s Foray into Branded Apparel
Alibaba Group Holding Limited’s (Alibaba) ‘New Retail’ aimed to integrate online, offline, logistics, and data across a single value chain to create up-sale opportunities. Since the introduction of the New Retail strategy in 2016, the company had been pouring billions into implementing this strategy as it believed that the future of retail would not be a question of just online vs. offline.
Alibaba’s ‘New Retail’: Integrating Online, Offline, Logistics, and Data across a Single Value Chain
SellMed Online Pvt. Ltd (SellMed) was a technology company whose stated purpose was to provide every Indian access to the best possible health care. It aimed to be the pioneer health care hub in India that would bring all stakeholders on to a single platform to ensure a seamless health care experience for the customers. The company offered two services lab testing and diagnostic services in collaboration with healthcare partners and the home delivery of online Pharma orders via its app.
SellMed Online: Selling to Corporate Clients

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