Shock Demand at Turkish Shoemaker Baydan Ayakkabicilik San. & Tic.

In December 2008, a Turkish shoemaker, Baydan Ayakkabicilik San. & Tic (BAS&T), was hit with
shock demand for one of its shoe models, which the shoemaker claimed was the same as the one
thrown at US president George W. Bush by an Iraqi reporter. Orders for the shoe model were pouring
in not only from countries in the Middle East, but also from countries such as the UK and the US.
While there was no way of ascertaining whether the shoes used in the attack were indeed made by
BAS&T, with shoemakers from countries such as Iraq, Lebanon, Syria, and China making conflicting
claims, the Turkish shoe maker was gearing up to promote the shoe model more aggressively.

On December 14, 2008, an Iraqi television reporter Muntader al-Zaidi (Zaidi) threw a pair of shoes at
outgoing US President George W Bush (Bush) on his farewell visit to Iraq, protesting the deaths of
thousands of Iraqis who died after the US-led invasion...

Questions for Discussion:

1. What, according to you, can explain the sudden demand for shoes at Baydan Ayakkabicilik San. &
Tic.?
2. Cans such demand be sustained? What should the company do to sustain the demand? Give
reasons for your answer?

Complan Vs Horlicks: Comparative Advertising and the Question of Ethics

This case is about the advertising war between two popular health drink brands
Horlicks and Complan in India. The war for supremacy between these two brands
started as early as in 1960s and had continued ever since. Over the years, the
brands were involved in aggressive comparative advertising in print and television
over attributes such as ingredients, protein content, growth, and flavors. However,
in late 2008, the makers of Horlicks, GlaxoSmithKline Consumer Healthcare (GSK),
and the makers of Complan, Heinz India (Heinz), came out with advertisements that
directly compared the brands using the competitor brand's trademarks. Industry
observers felt that in their bid to outdo each other, the two companies had ended
up denigrating the competitor brand

Usually issues related to disparaging ads by rival companies were resolved by the
Advertising Standards Council of India (ASCI). But with constant mudslinging at each
other, the two companies decided to solve the issue in courts. In September 2008,
Heinz moved the Bombay High Court objecting to the Horlicks ad , while in
December 2008, GSK approached the Delhi High Court against the Complan ad.
Experts felt that the latest tiff between GSK and Heinz had brought to the fore the
issues and challenges involved in comparative advertising and the legal/ethical
issues involved in such kind of advertising.

Issues:
» Analyze the advertising strategies adopted by Complan and Horlicks over the
years.

» Understand the issues and challenges faced by companies while using

comparative advertising.

» Examine the efficacy of comparative advertising in enhancing brand image and

sales.

» Study the implications of the advertising war between Complan and Horlicks.

» Discuss and debate the legal/ethical issues involved in the case.

'Atithi Devo Bhavah': Indian Tourism

Ministry's Social Awareness Program to
Boost Tourism
This case study discusses the innovative
Atithi Devo Bhavah (ADB) program initiated
by the Ministry of Tourism (MoT) in India.
This program was launched in 2005 with
the objective of developing tourism in India
as part of MoT's 'Incredible India!'
campaign.

Though the 'Incredible India!' campaign

was successful in increasing the number of
tourists, the experience of tourists in India
left much to be desired due to the
inconvenience caused by various touts,
guides, and tour operators.
The ADB program was targeted at various
stakeholders such as taxi drivers, tourist
guides, small tourist operators, and the
general public.

It aimed to change their attitude and behavior toward foreign tourists by stressing
on the aspect that a guest has been held in high esteem in India since ancient
times. This case study discusses the key components of the ADB program and the
steps taken by the MoT to roll out the ADB program. The case study also covers the
mass media social awareness campaigns that were initiated by the MoT as part of
the ADB program.

Issues:
This case will help the learner to

» Understand the issues and constraints faced by a public sector

organization/governmental organization in planning and implementing an
innovative program

» Understand the issues in Tourism (destination) development and marketing and

how the Indian Tourism ministry addressed these issues

» Understand the issues in social marketing and how the Indian Tourism ministry
formulated and implemented an innovative social awareness program

» Understand the challenges faced by a public sector organization/governmental

organization in sustaining an innovative program

This case is intended for use in Master in Public Sector Management (MPSM) level
programs as part of the Public Sector Innovation course. This case can also be
effectively used as part of the Services Marketing, Tourism Marketing and Social
Marketing, Marketing Communication courses. The case can also be effectively used
in Faculty Development Programs and 'Train the Trainer' programs.

Shopping Malls : A New Shopping

Experience*
Abstract

The caselet deals with the development of organized retailing in India in the form
of shopping malls. It looks into the reasons for the growth of shopping malls in
India. With the changing shopping needs and aspirations, consumers are finding it
easier to shop at malls where a wide choice of merchandise is available under one
roof. The caselet also delves into the growth of specialty malls and the challenges
faced by shopping malls in India.

Issues:

» Growth of organized retailing in India

» How changing customer aspirations result in the evolution of retail formats
» Challenges faced by organized retailing outlets

Key words:

Shopping Malls, Shopping Experience, Crossroads Mumbai, Spencer Plaza,

Organized Retailing, Retail Outlets, Gold Souk, Mall management, Tenant Mix and
Specialty Malls.

Questions for Discussion:

1. Although shopping malls started making their presence felt, consumers still had
to go to the traditional stand-alone stores, when they were purchasing specialized
products like electronics, home needs, and jewelry. What are the ways in which
shopping malls in India can attract more number of customers?

2. Poor mall management and poor tenant mix have resulted in poor mall traffic
and low conversion rate. This has led to the closure of individual shops, at several
malls. What can the mall management do, to attract serious buyers?

What's in a Name? Lessons from Three Rebranding Exercises in India

The first caselet is about the rebranding of India's leading fast moving consumer
goods company Hinsustan Lever Ltd. (HLL) to Hindustan Unilever Ltd. (HUL) in an
effort to benefit from the global brand positioning of its parent Unilever Plc. without
compromising on its local heritage.
The second caselet is about the rebranding of one of India's top private sector
banks, UTI Bank, to Axis Bank. Rather than paying royalty for the use of the brand
name 'UTI' that was also used by some unrelated entities, the company decided to
go for a brand name that was culture neutral and had a global appeal.

The third caselet is about the rebranding of the popular Indian telecom brand
'Hutch' to 'Vodafone' after the world's leading telecom company by revenue
Vodafone Plc. (Vodafone) acquired a controlling stake in one of the top telecom
companies in India Hutchison Essar Ltd.

While HUL's marketing communication campaign was comparatively low-key with

the company just showing the name and logo of HLL morphing into the new name
and logo after each product ad, Axis Bank and Vodafone launched two of the most
memorable and high-decibel campaigns to communicate their respective name
changes. Axis Bank's campaign sought to reassure the bank's customers that
nothing had really changed in the bank except its name, while Vodafone campaigns
tried to leverage on some of the most popular earlier ads of Hutch to introduce the
relatively unknown Vodafone brand (in India).

Issues:
» Understand the issues and challenges in rebranding a well established brand,
especially in the banking sector in India.

» Understand the rationale behind the marketing communication campaign and how
the campaign was executed by the ad agency.

» Understand the issues that could lead to the decision of a company to rebrand.

» Understand how a rebranding exercise for a company in a particular industry

differ from that in another industry

Abstract

Tupperware's famed 'Party Plan' strategy helped the company to connect with
potential customers and generate sales from products which were priced at a
premium as compared to similar products in the market. The company entered
into tie-ups with FMCG players like P&G to increase visibility in the market. The
caselet also mentions how Tupperware developed a fun atmosphere in the
company.

Issues:

» Effectiveness of peer group promotions over traditional mode of promotions like

advertising

» How alliances help in improving visibility among the brands involved in the
alliance

» The need to look for alternative sales generating options other than direct selling
to generate revenues

Key words:

Tupperware India, Direct selling company, Three-tier network structure, Dealer,

Distributor, Marketing strategy, Party Plan, Network structure, Procter and Gamble
(P&G) and Brand awareness.

Questions for Discussion:

1. How did Tupperware use parties to increase sales of its products?

2. "Tupperware's marketing strategy was described by its three Ps - Product, Party

Plan, and People." What was unique about Tupperware's marketing?

Haldiram's : The No1 Choice of Consumers*

Haldiram's: The No: 1 Choice of Consumers, explains how Haldiram's, which

markets snack products in India, became the primary choice among Indian
consumers. Haldiram's came out with different products which suited the tastes of
various ethnic and geographical groups. The caselet deals with how the company
used the 4Ps effectively to influence consumer decision making.

Issues:

» Ways in which a company can influence consumer decision making

» Importance of the pricing strategy in the ready-to-eat snack market in India
» The need to offer products which suit the tastes of a heterogeneous group

Key words:

Haldiram's, Packaging, Point of purchase (POP), Shelf life, Namkeens, Product

promotion, Niche market, Pricing strategy, Gift packs and Indiatimes.com.

Questions for Discussion:

1. What were the ways in which Haldiram's influenced the decision making of the
consumers?

2. What were the marketing strategies followed by Haldiram's to ensure that its
products became the No 1 choice among the consumers?