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    Case Study

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    P NISHITHA
    1. Coconut Joy Ltd is a company that manufactures vegetarian frozen desserts made from coconut milk and other natural ingredients. 2. In the beginning, the founders sold their products through local family parties to connect with customers and establish trust. They then placed their products in natural food stores. 3. To grow their business, Coconut Joy utilized integrated marketing communication activities like sponsoring booths at festivals, conducting media interviews, and hosting community events to engage customers and raise funds for local non-profits.

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    Case Study

    Uploaded by

    P NISHITHA
    32 views4 pages
    1. Coconut Joy Ltd is a company that manufactures vegetarian frozen desserts made from coconut milk and other natural ingredients. 2. In the beginning, the founders sold their products through local family parties to connect with customers and establish trust. They then placed their products in natural food stores. 3. To grow their business, Coconut Joy utilized integrated marketing communication activities like sponsoring booths at festivals, conducting media interviews, and hosting community events to engage customers and raise funds for local non-profits.

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    1. Coconut Joy Ltd is a company that manufactures vegetarian frozen desserts made from coconut milk and other natural ingredients. 2. In the beginning, the founders sold their products through local family parties to connect with customers and establish trust. They then placed their products in natural food stores. 3. To grow their business, Coconut Joy utilized integrated marketing communication activities like sponsoring booths at festivals, conducting media interviews, and hosting community events to engage customers and raise funds for local non-profits.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    32 views4 pages

    Case Study

    Uploaded by

    P NISHITHA
    1. Coconut Joy Ltd is a company that manufactures vegetarian frozen desserts made from coconut milk and other natural ingredients. 2. In the beginning, the founders sold their products through local family parties to connect with customers and establish trust. They then placed their products in natural food stores. 3. To grow their business, Coconut Joy utilized integrated marketing communication activities like sponsoring booths at festivals, conducting media interviews, and hosting community events to engage customers and raise funds for local non-profits.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 4

    Case Study: 1

    KINGFISHER AIRLINES Vijay Malaya’s

    “Dream bird” Kingfisher came under huge financial mess caused due to some uninhibited and
    high-risk decision making launched in 2005, Kingfisher was grounded in late 2012 because of
    bankruptcy and non-payment of loans of closing the airline owed more than US 1 billion to a
    consortium of 17 banks. So, what caused the demise of the glamours Airline despite having
    gained brand visibility and a loyal customer base?
    1.Lack of Direction Kingfisher was initially launched as value added airline, it later positions it
    self as a low-cost Airline after it launched Kingfisher Red [The Spun Off Fleet of Air Deccan]
    2.Acquisition of Air Deccan To launch overseas operations failed most attempts to gain visibility
    on high traffic international routes like [Bangalore – London, Bangalore- Silicon Valley] didn’t
    yield healthy results. Also, with the takeover of Crisis-ridden Air Deccan, Kingfisher afford a
    loss of over US 160 million for Consecutive Five years.
    3.The Airline also suffered due to frequent changes & absence of any long-term CEO or MD.
    4.In 2011 the Airlines fleet size was reduced as many of its Aircrafts were grounded due to
    family faulty engines. Even as the engines were over hauled, changing marketing conditions &
    rising fuel severely affected the yields.
    5.Withdrawing from the law fare segments [Kingfisher Red] In order to divert its customers
    base to its premier segment [Kingfisher]didn’t help either as the consumers would prefer low-
    cost flyers.
    Questions:

    1. Identify the factors Kingfisher Airlines to fail?


    2. What was the process have to be undergone to be successful?
    Case Study 2:
    Indian Premier League
    Conceptualized in 2007 club type format at of cricket IPL with all ingredients of
    success is the perfect example of controversy marketing BCCI is IPL generated a
    level of excitement and generally seen in football, Basket Ball and baseball,
    Franchises other than the large number cricket crazy Indian fans, what else IPL did
    become a global brand name?
    1.Its value proposition is past placed action and the 3.5 hour movie like
    entertainment with high stakes involved IPL as showed the commercial potential of
    T20.
    2.IPL has a global appeal. The International star players Influence the level of
    support and the interest for instance Shane Warnes’s contribution in Rajasthan
    Royals is much talked about with appreciation in Australia.
    3.Media exposure was a crucial factor in the success of IPL the season receives
    continuous coverage in local, National and International press even during the
    closed Season.
    4.Involvement of Bollywood celebrities like Shahrukh Khan,Preethi Zinta, Shilpa
    Shettyas Both Franchisers And Promoters brought in lot of glammer and razz
    matazz in the series. These people are brand themselves in India.
    5.IPL marketing strategies brings a lot of spice to auctioning of franchisers and
    participating players, cheerleaders, opening ceremony and live concerts, even the
    commentators use phrases to attract and please sponsors making them pay more.
    Questions:
    1.According to you what are the ingredients of success of IPL?
    2.What is the influence IPL one day cricket matches?
    Case Study 3

    Distribution Strategies of Mediquip

    Mediquip Ltd. is a company dealing in distribution of medical equipments. The


    company recently imported 15000 units of sugar testing machines to test the sugar
    levels without taking blood samples. For deciding the marketing strategy, the Chief
    Executive Officer of the company called a meeting of the marketing heads of
    different zones. In the meeting, Sandeep, the North Zone Marketing Head,
    suggested that since the machines were sophisticated they need to visit hospitals
    personally, to explain its working to the hospital staff who would be using the
    machines. He also suggested that additional trained people may be recruited for the
    same. Himanshu, another Zonal Head, added that since lot of money had been
    spent on the import of the machines, the company was short of funds to pay to the
    additional staff as suggested by Sandeep. Rahul, a newly appointed Zonal Head of
    South Zone suggested that since the size of the order is not large, a detailed study
    of the factors determining the choice of channels of distribution is required before
    making the right choice.

    Questions:

    1.Identify the factors influencing the choice of channels of distribution which were
    discussed in the meeting.
    2.Explain briefly the other consideration to be taken care of in each factor
    identified

    Case study: 4
    Integrated Marketing Communication at Coconut Joy Ltd.

    “Coconut Joy Ltd.” are the manufacturer of vegetarian frozen dessert food
    products made with coconut milk, agave syrup and other certified ingredients. The
    founders of the company Lovely and Lalita originally developed this treat to meet
    their own needs but found that their friends and families around were also keen to
    use the products. It was not only the vegetarians, but also those who could not get
    enough environment friendly sustainable food, that appreciated the product. It did
    not take long for Lovely and Lalita to recognise the potential of their little venture.
    In the beginning they started from their home with the product being sold through
    local family parties that enable guests to personally meet the owner. This helped to
    establish strong connections with the prospective buyers and the company could
    put the product on shelves of natural food store. The company used* all marketing
    activities to grow and expand. The company began sponsoring booths at festivals,
    drawing attention to its newly created vegetarian products. It also disseminated
    relevant information to media about its products and the people who helped in
    building the company’s reputation. Lovely and Lalita were invited for an interview
    with one of the leading TV channels in which they talked about their environment
    friendly vegetarian products. To show its gratitude to customers, local business and
    government officials who supported the company from the beginning, “Coconut
    Joy Ltd.” hosted a gala event and involved all of them to raise funds for a few local
    NGO’s. The company also asked its fans and customers to send songs and poetry
    conveying their impression about “Coconut ‘Joy’s Ltd.” Products

    Questions:

    1. Identify and explain the communication tool used by “Coconut Joy Ltd”.

    2 Briefly explain the role of the tool identified

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