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Back to Newsletter Vol 2, Issue 03, Aug 2020
Marketing
The case study discusses the different digital initiatives undertaken by Tata AIA Life Insurance Company Limited (Tata AIA Life) and their impact on the company’s business operations. The case study describes the various technologies adopted by Tata AIA Life to simplify the sales procedure and increase sales. The initiatives included equipping sales agents with smartphones and tablets, providing user-friendly mobile applications to customers that enabled them to access and download information and upload documents from their smartphones, implementing the Video Post Sales Calling (PSC) procedure to prevent mis-selling by agents, and deploying predictive tools to identify high-risk policies.

TATA AIA Life Leverages Digital Technologies to Create a Superior Customer Experience
Canada-based luxury apparel brand Canada Goose Holdings Inc (Canada Goose), was started as a manufacturer of woolen vests, raincoats, and snowmobile suits, by Sam Tick. David Reiss, Sam’s son-in-law, joined the company and made a parka that was designed for scientists working in the Antarctica. David’s son Dani Reiss (Reiss) joined the company in 1997 and became its CEO in 2001. He popularized the Canada Goose parkas in Canadian night clubs, and among film crews in Canada. Slowly, Canada Goose’s popularity grew in one of the most lucrative markets in the world, China. While producing in Canada helped Reiss maintain the quality that Canada Goose was known for, increasing its global footprint and popularity in China meant he needed to decide whether he could move the production to another location closer to the markets where it was getting popular.

Canada Goose – Building a Global Luxury Apparel Brand
The case discusses US-based sports giant, Nike Inc.’s (Nike) ‘Vai na Brasileiragem’ marketing campaign for the 2018 FIFA World Cup in Russia. The campaign featuring professional football players such as Phillipe Coutinho, Willian Borges da Silva, and Tiago Silva in the dressing room was launched with the aim of inspiring the Brazilian team to win their sixth football World Cup. In addition to the campaign, Nike launched a ‘Believe’ series on mobiles featuring Brazilian football player, Neymar da Silva Santos Júnior. Nike tasted success with its Brasileiragem campaign as it earned over 25.6 million views and more than 100.5 million impressions.

Ambushing Adidas: Nike’s ‘Going Brazilian’ 2018 FIFA World Cup Campaign
The case talks about the successful journey of the AJE Group (Aje) from its humble beginnings in Peru to becoming one of the most prominent multinational beverage companies In the world. The company’s targeting of the Bottom of the Pyramid (BoP) segment with a range of beverages that were priced 20-30% lower than the competition and distributed through a unique mechanism was the basis for its market success. Can Aje continue growing in the beverage industry and one day emerge as a serious threat to the Cola giants – Pepsi and Coca-Cola?

Peru’s Aje Group: Successfully Competing with the Global Cola Giants?
The case is about the role of digital marketing in the success of Zomato, a pioneer among the Indian online food service aggregators. Over the years, Zomato had established itself as a leading restaurant review, restaurant discovery, food delivery, and dining out transactions platform providing comprehensive information on over 1.5 million restaurants across 24 countries and serving more than 70 million users every month. The case describes the different digital campaigns by Zomato at different times, including the Covid-19 pandemic. The case ends with a discussion on the challenges faced by the company on the digital marketing front.

Zomato: Redefining Digital Marketing
This case discusses the success story of Chinese smartphone maker OnePlus in India, the world’s second largest smartphone market. OnePlus came to India in late December 2014 and in just four years emerged as the number one smartphone brand in the Indian premium smartphone segment. In India, OnePlus positioned itself to appeal to users of high-end phones and undercut rival products on price, despite closely matching them on specifications. The case describes OnePlus’s strategies in India which included launching premium smartphones at affordable prices, customer centricity, community building, clever marketing, and the online-to-offline (O2O) approach.

OnePlus: A Chinese Success Story in India
The case details how Marie Kondo (Marie), a young Japanese woman, capitalized on the trend of consumer minimalism to build a business through her company KonMarie Inc. Her de-cluttering and organizing method, called the KonMari MethodTM, helped her achieve a self-worth of US$8 million in a decade. The case ends with the stake sale of KonMarie Inc. to Rakuten followed by Marie’s foray into selling premium online home products.

Consumer Minimalism: The KonMari Lifestyle Brand
The case describes how Safaricom, a Kenyan mobile communications company, used marketing research insights to effectively respond to a potential loss of market share and brand image due to dissatisfied millennial customers. The case brings to light the importance of understanding consumer segments and sub-segments and Safaricom’s efforts to customize products, services, and marketing initiatives according to sub-segments, a practice that was previously not common in the Kenyan telecommunications industry.

Safaricom Uses Marketing Research Insights to Turn a Crisis on Its Head
The case study is about the social media marketing campaign, #SwiggyVoiceofHunger. The campaign was conceptualized by Swiggy – the biggest on-demand food delivery platform in India, and Dentsu Webchutney – a Gurugram-based online advertising agency. The case study provides details of the campaign objectives to make brand Swiggy the preferred food delivery platform among millennials (its key target consumers), increase the number of Swiggy’s Instagram followers, and engage consumers through a memorable experience.

Swiggy’s ‘Voice of Hunger’ Instagram Campaign
The case study is about J&J India’s ‘#Unbottle Apna Swag’ marketing campaign on TikTok to promote its Clean & Clear brand’s ‘My Swag’ limited-edition range of foaming facewash products. The case describes how intense competition from rival brands such as Himalaya and Lakmé, which had launched face wash products in 2016 and 2018, had led to J&J India feeling the need to come up with a new strategy to connect with Generation Z teenage girls. Under the new strategy, J&J India launched a limited-edition range of Clean & Clear foaming facewash products called ‘My Swag Bottles’.

J&J India Uses Tiktok to Connect With Indian Teenage Girls
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