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Preface
About the Editor

Case 1 Shanghai Jahwa: Liushen Shower Cream (A)
Case 2 HyundaiCard’s Marketing Strategy
Case 3 ITC in Rural India
Case 4 Ontario Machinery Ring (A): Problem Definition
Case 5 Cineplex Entertainment: The Loyalty Program
Case 6 Super Shampoo Products and the Indian Mass Market
Case 7 Tinplate Company of India: Need for a Conceptual Focus
Case 8 Shoppers Stop: Targeting the Young
Case 9 Air Miles Canada: Rebranding the Air Miles Reward Program
Case 10 Kids Market Consulting
Case 11 The Wii: Nintendo’s Video Game Revolution
Case 12 SaskTel
Case 13 Hanson Production: Pricing for Opening Day
Case 14 Synnex International: Transforming Distribution of High-tech Products
Case 15 Shiny Provision Store: Retailing Challenges in the Indian Context
Case 16 The Brand in the Hand: Mobile Marketing at Adidas
Case 17 Nike Inc.: Developing an Effective Public Relations Strategy
Case 18 Spectrum Brands, Inc.: The Sales Force Dilemma
Case 19 Launch of the Ford Fiesta Diesel: The World’s Most Efficient Car
Case 20 Dabur India Ltd.: Globalization
Case 21 Sat & Co.: Market Orientation
Case 22 Infosys: The Challenge of Global Branding
Case 23 Nano Tata-Logy: The People’s Car
Case 24 Louis Vuitton in India
Case 25 Romantic Rides or Fiery Thrills: Positioning a Motorcycle Brand in the Indian Context

Emerging markets have generated tremendous interest among practitioners as well as academics throughout the world. The Indian context—with its diversity of cultures, luxury markets, huge population of consumers at the lower strata of economy, a youth population that is greater than most countries in the world and the impact of westernization—poses certain marketing challenges that are even more complex than those that are generally associated with emerging markets in general. Students of management are expected to be well aware of the unique challenges of these markets when they go through any management program.

Case Studies in Marketing Management provides a rich set of cases that are structured to be compatible with any textbook in the basic marketing course. Several cases are drawn from the renowned Ivey Business Case collection in discussion with Prof. Paul Beamish, based on his intricate understanding of the emerging markets, and the editor's rich academic experience with regard to the Indian context. The cases were selected specifically to blend theory with practice, with a difficulty level that encourages effective comprehension of the issues involved. The Indian cases added to the collection illustrate the finer aspects that a management student needs to be aware of while dealing with the Indian context.

Indian business schools have suffered a dearth of Indian cases, especially ones that offer consumer insights that challenge students. This book fills this lacuna with a number of real-life cases on the Indian context, allowing students to appreciate and compare the different challenges that marketers face the emerging Indian scenario.