Start-up Marketing Strategies in India

M. Anil Ramesh
Siva Sivani Institute of Management, India

Priya Grover
Independent Scholar, India

Sabyasachi Dasgupta
O.P. Jindal Global University, India


Product Details
Format:
Hardback
ISBN:
9781787567566
Published:
23 Jul 2019
Publisher:
Emerald Publishing Limited
Dimensions:
290 pages - 152 x 229mm
Start-up Marketing Strategies in India analyses real-life marketing challenges faced by Indian start-ups from across the marketing mix of Product, Price, Place & Promotion. 

Eleven original case studies discuss the experiences of successful Indian entrepreneurs across a wide variety of sectors, including Health Tech, Fintech, media and entertainment, and Fast-Moving Consumer Goods (FMCG).  

Each case investigates the dilemmas faced by Indian start-ups on issues in their marketing mix and presents guidance on practical ways to resolve them through fine-tuning the marketing strategy. A special focus is placed on the views and actions of the start-up founder(s) or CEO dealing with the dilemma, to highlight their innovative solutions. 

The book is a highly informative guide for entrepreneurs, marketing scholars and practitioners who wish to explore the marketing challenges that new companies face and find new ways to overcome them.
1. Who will wait- The client or the employees? 
2. Building towers of happy clients: A case of FinMen Advisors Private Ltd.  
3. A road to adventure with happiness: From students to senior citizens 
4. Miles to go but which road to take: an entrepreneurial dilemma 
5. Loyalty comes with a price: A strategic up-scaling from USP loyalty cards in India 
6. From Green Schools to Green Universities: Going Green in a soup! 
7. Ajay’s: Big story of a small town QSR ! 
8. Raising funds for Micro Enterprise-An Elusive Reality 
9. Restless to Relentless- Flowercycling® Success 
10. The growth pains of an innovative product – a case study of coco tang india 
11. Shugan Group in a fix: Searching for a sustainable future
M. Anil Ramesh is the Director at Siva Sivani Institute of Management, India. He has 30 years of experience working for prestigious organisations in India and abroad, including HCL Technologies, Oman Solar Systems and Bahirdar University, Ethiopia. He is the author of Marketing Common Sense (2011) and co-author of Holistic Approaches to Brand Culture and Communication Across Industries (2017). 
Priya Grover is a researcher with 15 years of experience working in marketing and consumer behaviour. She has published numerous papers in international journals, and is the co-author of Optimizing Millennial Consumer Engagement with Mood Analysis (2018).  
Sabyasachi Dasgupta is an Assistant Professor of Marketing and Management at O. P. Jindal Global University. Alongside his corporate experience, handling brands such as Big Bazaar, Airtel and Tata Indicom, he is also the co-author of Holistic Approaches to Brand Culture and Communication Across Industries (2017) and Optimizing Millennial Consumer Engagement with Mood Analysis (2018).

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