Marketing Cases from Emerging Markets

Dilip S. Mutum • Sanjit Kumar RoyEva KipnisEditors

Marketing Cases fromEmerging Markets

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EditorsDilip S. MutumSanjit Kumar RoyEva KipnisDepartment of Marketing and AdvertisingCoventry Business School,

Coventry UniversityCoventry, West MidlandsUK

ISBN 978-3-642-36860-8 ISBN 978-3-642-36861-5 (eBook)DOI 10.1007/978-3-642-36861-5Springer Heidelberg New York Dordrecht London

Library of Congress Control Number: 2013943336

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Preface

There is a sustained increase of interest in the emerging markets by Westernbusinesses. Emerging markets are no longer only seen as sources of cheap labourand raw materials but increasingly becoming markets of primary importance dueto growing economic prominence and consumer purchasing power. However, atthe same time, emerging markets are fraught with several complex economic,political and social issues which often frustrate and confuse Western investors.Understanding these issues is crucial to students and professionals in the inter-national business, marketing, strategy and management fields. Surprisingly,despite the fact that experts acknowledge the importance of these markets, there isa dearth of real case studies specially focussed on marketing issues in thesemarkets and limited body of knowledge on the complex socio-cultural, politicaland economic dynamics and issues which are unique to these countries’ contexts.

This book is composed of long and short real cases with varying complexity indifferent sectors including airlines, hotel, fashion, etc. These cover issues areunique to the emerging markets. Thus, this case study book is believed to beimportant and timely in providing a framework for marketing educators, studentsand researchers (both academic and industry) to understand the dynamics occur-ring in these countries. We expect this case study book to appeal to a broadaudience internationally and the book can be used for both undergraduate andgraduate level courses in marketing, advertising, strategic marketing, marketingethics and international business programmes.

This is an edited case study book with contributions from lecturers in theDepartment of Marketing and Advertising, Coventry Business School, CoventryUniversity, Coventry along with their collaborators in other universities as well asindustry professionals. The lecturers have varied research interests and a numberof them have professional backgrounds with several years’ of industry experience.The integration of these varied academic and professional viewpoints has resultedin a very unique and exciting content.

We welcome your comments and suggestions for further improving this book.

Dilip S. MutumSanjit Kumar Roy

Eva Kipnis

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Contents

Part I Introduction

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Dilip S. Mutum

Part II Socio-Cultural Influences

Introduction to Socio-Cultural Influences . . . . . . . . . . . . . . . . . . . . . . 9Julia Tyrell

Case Study 1: Mongoose Lager Beer Eyes up India . . . . . . . . . . . . . . 13Julia Tyrell

Case Study 2: KFC in China . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17Hsiao-Pei (Sophie) Yang

Case Study 3: Lakme Pure Defense: An Antipollution Cream . . . . . . . 25Atanu Adhikari and Sanjit Kumar Roy

Case Study 4: Ikea Malaysia and the Halal Food Crisis . . . . . . . . . . . 31Dilip S. Mutum and Ezlika M. Ghazali

Part III Market Orientation and Brand Strategies

Introduction to Market Orientation and Brand Strategies . . . . . . . . . 37Dilip S. Mutum

Case Study 5: Brands: The New Co-stars in Bollywood . . . . . . . . . . . 41Anvita Kumar

Case Study 6: Junglee.com: Amazon’s Entry in India . . . . . . . . . . . . . 45Sanjit Kumar Roy and Rajdeep Chakraborti

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Case Study 7: Indonesian Fisheries . . . . . . . . . . . . . . . . . . . . . . . . . . 59John Heap, Simon O’Rourke, Rory Dillon and Lara Chaplin

Case Study 8: Kolkata Knight Riders:Developing a Brand Identity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67Sanjit Kumar Roy and Rajdeep Chakraborti

Case Study 9: The National Basketball Association (NBA)in China . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81Adrian Pritchard

Part IV Product Development and Market Entry

Introduction to Product Development and Market Entry . . . . . . . . . . 89Geoff Alcock and Ali Baig

Case Study 10: A Sweet Deal: Cadbury Leads Kraftinto Emerging Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93Lara Spiteri-Cornish

Case Study 11: Marketing of Services: The McDonald’s Way . . . . . . . 99Rik Paul and Sanjit Kumar Roy

Case Study 12: Shangri-La Hotels Expandingto Non-Asian Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 113Hsiao-Pei (Sophie) Yang

Case Study 13: Marketing the $35 Akash Tablet . . . . . . . . . . . . . . . . 117Ramendra Singh and Sanjit Kumar Roy

Part V Marketing Communications and Social Media Marketing

Introduction to Marketing Communications and SocialMedia Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 139Anvita Kumar and Carmela Bosangit

Case Study 14: Air Asia: Using Social Media to Reach Outto New Customers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 143Dilip S. Mutum and Ezlika M. Ghazali

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Case Study 15: It’s More Fun in Philippines:Riding on the Waves of Social Media . . . . . . . . . . . . . . . . . . . . . . . . . 149Carmela Bosangit

Case Study 16: Cathay Pacific Airways Using LinkedInfor Brand Building . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159Hsiao-Pei (Sophie) Yang

Part VI Conclusion

Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 165Dilip S. Mutum

Contents ix