Abstract

The case gives an overview of the various methods of marketing used by the Indian companies during the late 1990s. The case gives a background of the evolution of dotcoms in the country, and the various business models on which they are based. It also discusses in detail, the various media in which dotcoms advertised. The dotcom companies used the traditional media more as Internet was still in its nascent stage in India. Print was the most popular media, followed by the hoardings, billboards and television. Some dotcoms also used novel methods of marketing like innovative campaigns, melas, etc., with huge investments. The case also traces the boom and the collapse of the dotcom companies.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Marketing strategies of dotcoms in India.

Keywords

Methods, marketing, Indian companies, 1990,evolution, dotcoms, country, business models, media, traditional media, Internet, nascent stage, India, Print, popular media, hoardings, billboards, television, novel, innovative campaigns, melas, huge investments