Abstract

The QR code was the new mobile marketing technique followed by the marketers in India. Analysts expected it to lead to a revamp of the print advertising techniques in marketing new products. Increased usage of the internet and Smartphones were the major reasons for the increased use of QR codes as marketing tools. QR codes originated in Japan and had been widely used by the Japanese since 2005. Gradually, QR codes made their entry into other nations like USA, China, and South Korea. India being a developing nation, it was assumed by the marketers that they could optimize the potentiality of QR codes in marketing their products. It was found that the QR codes would make the user experience the transformation of the static print advertisement into a dynamic video or any other means which would provide them better product information. Marketing surveys in India found that the QR codes were attractive and the Smartphone users were interested in scanning the QR codes which were being frequently found along with the newspapers ads or on the bill boards, visiting cards, brochures, posters, and even on the products. Companies using the QR code for marketing in India experienced both positive and negative effects. So, analysts considered that the QR codes had high potential and the marketers should be very cautious in utilizing them optimally. Experts were skeptical whether QR codes would turn out to be just another fad or would become a revolutionary tool in mobile marketing, helping the Indian modern retail sector.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• To understand the scope of new mobile marketing techniques in the Indian market context.
• To briefly review the evolution and growth of QR codes.
• To discuss the impact of QR codes on marketing.
• To discuss the applicability of QR code in Indian Business Environment.

Keywords

QR Codes, Quick Response Code, Barcodes, Tracking, Mobile Marketing Techniques, SMS Advertising, Marketing Strategy, Promotional Offer, Product Information, Consumer Behavior, Denso Corporation, Infosys, CyberMedia, Ford Figo