Case study 1

SOAPS AND DETERGENTS ADS

Stain-removal property is the main USP of many detergent brands. The stains could be of a wide
variety. But these ads do not distinguish a product. Nirma ads stand out. Though it also relies on
the core promise of removing a variety of stains, Nirma ad catches attention due to its execution.
Recently, Nirma showed a family at a dining table whose members get provoked by a barbed
jingle Hema, Rekha, Jaya aur Sushmasabki pasand Nirma. The aggression in the film is too
much. Throwing food at each other is also against our cultural sensibility. The next commercial
was based on the theme of bitchiness and one-upmanship. The latest commercial again makes
Hema,Rekha, Jay and Susma sweat again. They are in the company of their husbands who make
the wives stain-prone. But Nirma is the savior.
Issues
Comment on the soaps and detergent ads.
Case study 2
AMRITANJAN
Heritage Brand

It is a 114-years old pain and Ache Management company

Founder

K. Nageswara Rao Pantulu in 1893

Successor

Sambhu Prasad, B.E., MBP., who is now the M.D.

Turnover in 2006

Rs. 80 crore

Proposed new products

pain products for joints and back-aches.

Nutritional supplement for diabetes
Proposed entry into neutraneuticals, and skin-care products.
Anti-wrinkle cream

Brand Equity

Strong brand recall

Plant

At Chennai (Mylapore)

Bottle sourcing

Proposed from china

Distribution

cash and carry method

Product penetration

Good in the southern and eastern region.

Ok in the Western region

So- So in the North
Diversification

BPO business

Issues
How can Amrutanjan as a brand itself against Vicks, Zandu, Emami and Tiger Brands?

Case study 3
THE TAJ GROUP OF HOTELS
In the beginning of the 90s, Taj undertook a formal marketing research exercise to understand
the current life-styles. Formerly, it relied upon research inputs from the air-line and travel
industry. The research attempted to discover what would appeal to the future customer. The top
ranking was received by exclusivity. The findings also revealed that the companys existing
customer-base of traditionalists who liked the classy understated Taj was shrinking. The Taj is
symbolized by an enigmatic woman who is known for hospitality and efficiency. This is the new
identity developed after consumer attitude study towards the Taj. In-depth interviews were
conducted. The research was qualitative. The parameters examined were doing the right things,
the quality of check-in, the smile, the greeting or the welcome drink. The Taj has been given a
distinct personality of being caring, efficient and enginmatic. It is an emotional slot. The line
goes on She is the Taj. The base-line is Nobody cares as much.
Issues
A new hotel at a tourist spot, say a hill-station, is trying to create its identity. How can it be done?
What is the role of relationship marketing in marketing a hotel chain?
Case Study
DABUR CHYAVAVPRASH
Introduced in 1970.
The brand name itself had become problematic later. It would have been better if a non-generic
brand name had been chosen. Others were free to adopt