,case studies marketing

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Case Study 1 Marketing and Distribution of Mushroom Sachin and Virag are two enterprising youth. They have passed out from IIM, Bangalore. They thought instead of doing a job, they will launch fresh vegetables in Indian markets. Having learnt of the future conventional foods, they decided to venture into cultivation of mushrooms. Mushrooms are known to be the best alternative food for vegetarians. For Sachin and Virag fund raising was a serious handicap for mass production. However, the first trial batch of mushrooms that they produced was bought by Star Hotel in Bangalore. Further, the hotel placed orders for supply of 20 kgs every day. Now mushroom industry is run by small entrepreneurs, like Sachin and Virag. Another big player M/s Ashtavinayak Mushrooms, equipped with cold storage facility was more interested in the export market. Sachin and Virag have set their sights high. They aim to sell mushrooms in a very big way all over India. Mushrooms have a great market potential and is a perishable food. Questions A. How will you advise Sachin and Virag, as how to increase the consumer awareness about this new food? B. What would be your suggestions for distribution channel for mushrooms?Zakaria is the Marketing Manager of the Gumbo Electronics showroom in Dubai. Gumbo electronics sold all kinds of electronic products such as TV's, Computers, Music system etc. Zakaria was given an opportunity to be as Chief Marketing Manager for all the showrooms in UAE. While working in his branch, he achieved marketing success by building a highly motivated and rewarded workforce. He designed an excellent communication framework, which made his responsibility easier. Their products had demand throughout the year. Zakaria did not forget to increase the market value of their products. He published reports in journals adding to publicity and advertisement. Zakaria wanted to try other modes of marketing for the products which were reasonably priced. He contacted a successful social media website to promote their products. He also recruited a few employees to contact the prospective customers through phone, talk to them, and convince them to buy their product. Zakaria noticed that in some of the showrooms, customers were returning without purchasing any product. He spoke to a few customers about this. The customers replied that they could not find the needed products. However, Zakaria was always positive in satisfying his customers. He had bigger plans to expand the business. Still, it was tougher to gain market share due to various uncontrollable factors.CASE 14-2 Red Bull It is a safe bet that most people reading this textbook are familiar accomplishing one of the most basic goals in marketing: He discov- with Red Bull. The $6.4 billion company that virtually created the ered a market segment with needs that were not being met by any market for energy drinks revels in its association with cultural events existing product. Today, Red Bull's blue-and-silver cans emblazoned such as concerts and extreme sports including snowboarding and with the iconic charging bulls logo are recognized around the globe. surfing. The company uses a variety of communication channels Mateschitz's marketing instincts have made him a wealthy man; in in addition to advertising and PR to promote the brand. Red Bull's 2005, for example, he was featured in Forbes magazine's cover story Facebook page has 43 million "likes," and 2 million people follow its on billionaires. Twitter feed. At concerts and other events, street teams pass out free With typical entrepreneurial flair, Mateschitz pursues alternatives to samples while driving specially modified cars with giant Red Bull cans orthodox advertising strategies and tactics. "We were always looking for mounted on them. Also, the company sponsors the Infiniti Red Bull a different, more creative point of view, " he says. For example, Red Bull Formula One racing team. In addition, the Red Bull Arena in Harrison, utilizes a communication tool known as marketer-produced media. The New Jersey, is home to the New York Red Bulls Major League Soccer Red Bulletin is a monthly magazine produced by Red Bull Media House. team. In sum, Red Bull is not only high energy; it is high profile, too! Red Bull distributes more than 3 million copies of each issue through The brand's slogan, "Red Bull Gives You Wings," made Red Bull newsstand sales, subscriptions, and as a free iPad app. The magazine the perfect corporate partner for one of the biggest PR coups in re- is available in Austria, Germany, Great Britain, Kuwait, New Zealand, cent years. In fall 2012, Red Bull sponsored Felix Baumgartner's death- Poland, and South Africa. In 2011, The Red Bulletin was launched in the defying skydive from the edge of space (see Exhibit 14-14). After United States; 1.2 million free copies were distributed in major news- seven years of planning, Baumgartner jumped from a helium-filled papers such as The Los Angeles Times, The Chicago Tribune, and The balloon at an altitude of 24 miles. As a worldwide audience watched New York Daily News. The first U.S. issue featured San Francisco Giants on television and YouTube, Baumgartner plummeted toward earth pitcher Tim Lincecum, one of hundreds of athletes who are sponsored at speeds as high as Mach 1.24 (834 miles per hour) before landing by Red Bull. As publisher Raymond Roker put it, "We are entering a new safely. Needless to say, the Red Bull logo was prominently displayed age of media in terms of what consumers of content want and expect." on his uniform, and the event received extensive publicity in the press. Since 1998, Red Bull has been involved in another high-profile The success of the Red Bull Stratos project helps the Red Bull brand initiative. The Red Bull Music Academy is a series of concerts, work- stand out from a crowded field of competitors that include Monster shops, art installations, and other cultural events that rotate from year and Rockstar. As brand strategist Roger Addis noted, "It's a smart move to year among different international cities. Red Bull Music Academy because it's such a singular event. If the logo is buried in a sea of logos also sponsors stages at international music festivals such as Montreaux on a NASCAR car, you're completely diluted by all the others. " The ad Jazz; RBMA Radio is a Web resource where listeners can access new industry seems to agree, Red Bull topped Advertising Age magazine's music, live concerts, interviews, and other content. Despite the name, 2012 Best of Creativity rankings in the integrated/interactive category. Red Bull plays down its participation in the Academy, according to the Dietrich Mateschitz, Red Bull's creator, trusted his entrepreneurial Web site, "The Red Bull Music Academy is not a sponsored event, but instincts instead of relying on traditional marketing research. As a long-term music initiative, commit[tjed to fostering creative exchange Mateschitz recalls, "When we first started, we said that there is not amongst those who have made and continue to make a difference in an existing market for Red Bull, but Red Bull will create it. And this is the world of sound." Needless to say, the Red Bull logo is visible every- what finally became true." In other words, Mateschitz succeeded at where, and coolers filled with the drink are placed in strategic locations