Case Code : SCMKTG035
Publication date :2005
Subject : Subject :Marketing
Length : 8 Pages
The case discusses the marketing initiatives undertaken by leading Indian Internet Services Provider (ISP) Satyam Infoway (Sify) to promote iWay, the first-ever nation-wide branded chain of cyber cafes (Internet browsing centers) in India. The case describes Sify's business model for running iWay centers and the companies marketing activities for promoting them. The case also explains the differences between the unorganized and organized sectors of the cyber cafe market in India.
Questions for Discussion:
1. Analyze and comment on the circumstances that prompted Sify to establish the iWay chain of cyber cafes. Do you think the decision to use the franchising model was a wise one? Justify.
2. Critically comment on the promotional and advertising strategies adopted by Sify to help establish iWay as a leading brand and differentiate it from its competitors..
3. Do you think that cyber cafes in the unorganized sector in India would be able to sustain in the long run? In the light of increasing competition from Dishnet and Junction96, what measures should Sify take to help iWay retain its market leader status? 4. Analyze the structure of and trends in the Internet browsing industry. Which factors among Michael Porter's five forces model are likely to play a key role in shaping the future of the Internet browsing industry? Why?
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*Note : This case is a simplified version of a longer case study, and is intended for learners for whom English is a foreign language. The longer version of this case study (MKTG035) is available at: http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG035.htm