The Story of the Cellular Phone Brand Orange|Business Strategy|Case Study|Case Studies

The Story of the Cellular Phone Brand Orange

            
 
Case Studies | Case Study in Business, Management, Operations, Strategy, Case Study

ICMR HOME | Case Studies Collection

To download The Story of the Cellular Phone Brand Orange case study (Case Code: BSTR002) click on the button below, and select the case from the list of available cases:

Business Ethics Case Studies | Case Study in Management, Operations, Strategies, Business Ethics, Case Studies


OR


Buy With PayPal

Amount to be paid:



Prefer to pay in another currency ?
Select Currency for Payment



Exchange Rates: Click Here
Delivery Details: Click Here



» Business Strategy Case Studies
» Business Strategy Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Industry Wise Case Studies
» Case Studies by Company

Custom Search


Please note:

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.



Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

Case Details:

Price:

Case Code : BSTR002 Electronic Format: Rs. 200;
Courier (within India):Rs. 25 Extra
Business Strategy | Case Study in Management, Operations, Strategies, Business Strategy, Case Studies

Themes

Brand Management
Case Length : 8 Pages
Period : 1995 - 2001
Pub. Date : 2001
Teaching Note : Available
Organization : Hutchison Telecom, BPL
Industry : Telecommunications
Countries : India

Abstract:

The case gives an overview of the issues concerning the ownership of the 'Orange' brand in India. It outlines the rise and the subsequent problems confronted by the rights holder of the 'Orange' brand, Hutchinson. In February 2000, Hutchison Max introduced its Orange brand in India. In May 2000, France Telecom purchased the worldwide rights for the brand from Vodafone. However, Hutchison, through an earlier agreement had retained the rights over the brand in India. Hutchison had to pay royalty to France Telecom. After taking over the brand, France Telecom wanted to own the brand in India and made an offer to pick up a significant stake in Hutchison's India operations. But this was turned down by Hutchison.


Subsequently, France Telecom demanded that the Orange brand licensing agreements be reworked and a higher royalty be paid by Hutchison for use of the Orange brand. Hutchison officials rejected a higher royalty payout. In late 2000, Hutchison officials announced that they were no longer interested in Orange. This seemed to have put to rest the issues relating to the ownership of the Orange brand.

Aimed at the MBA/PGDBA students as part of Business Strategy curriculum, the case helps them to understand complexities, which can affect business strategies with specific reference to the case of 'Orange' brand of cellular service in India. The case also shows how the legal environment can have a profound influence on the choice of strategy.

Issues:

» Brand Licensing

Contents:

  Page No.
Introduction 1
The Making of an Empire 2
Mobile Mania 3
Welcome Orange 4
Orange is Squeezed 5
But Not Hutchison 6

Keywords:

Orange, brand, India, Hutchinson, February 2000, Hutchison Max, May 2000, France Telecom, Vodafone, royalty, late 2000, Business Strategy, cellular service, legal environment

The Story of the Cellular Phone Brand Orange - Next Page>>


Custom Search





Economics for Managers Textbook
Textbooks Collection

Economics for Managers Workbook
ICMR books Collection

Case Studies in Business Strategy Volume VI

Case Studies in Business Strategy
e-Book on Business Strategy

Case Study Volumes Collection

 

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Work Books, Case Study Volumes.