QR Codes - A Boon or Bane for Indian Marketers?

            
 
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Case Details:

Price:

Case Code : MKTG300 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges

Themes

Marketing Management
Case Length : 18 Pages
Period : 2012
Pub Date : 2012
Teaching Note : Not Available
Organization : Not Available
Industry : Not Available
Countries : India

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.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

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.

Issues:

The case will help the students:
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.

Contents:

  Page No.
Introduction 1
Inception of QR Codes 2
QR Code as a Marketing Tool 3
QR Code in India 5
Road Ahead 6
Exhibits 8

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

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