Ecommerce in India: Will the Advertising Spend Pay Off?




Case Details Case Introduction 1 Case Introduction 2 Case Excerpts

Abstract

This case is about the brand building strategies followed by the Indian ecommerce companies in order to increase the loyalty of customers to their brands. After growing at a moderate pace since the first online B2B directory was launched in the year 1996, the Indian ecommerce sector experienced exponential growth between 2009 and 2015. Initially, online services led the growth of the sector in the country. However, companies that sold physical goods started gaining importance in the later years. The leading ecommerce companies relied on the business model of providing deep discounts to attract more customers to their portals. As a result, customers started switching between the companies depending upon the discounts offered by different ecommerce companies for each purchase. They did not stay loyal to any ecommerce brand in the long run. Discounts started eating into the revenues of ecommerce companies and many of them accumulated huge losses.

Marketing Case Studies | Case Study in Management, Operations, Strategies, Marketing, Case Studies
or
Marketing Case Studies | Case Study in Management, Operations, Strategies, Marketing, Case Studies
or
PayPal (11 USD)

Issues

The case is structured to achieve the following teaching objectives:

  • Understand the importance of building a good brand image by the companies.
  • Appreciate the importance of advertising in building strong brands.
  • Analyze the different marketing communication options available for a company to build brand equity.
  • Understand the importance of digital media channels to reach the target customers.
  • Analyze the effectiveness of the current advertising campaigns of Indian ecommerce companies in building the image of their brands and improving customer loyalty.
  • Formulate the future strategies that should be followed by Indian ecommerce companies to build their brands.
Contents
INTRODUCTION
BACKGROUND NOTE
BRAND BUILDING EFFORTS OF INDIAN ECOMMERCE COMPANIES
SPENDING ON ADVERTISING
WILL THE SPENDING PAY OFF?
OUTLOOK
EXHIBITS

Keywords

Ecommerce, Advertising, Snapdeal, Amazon India, Discounts, B2B, B2C, Portals, Online Classifieds, Etail,Alibaba, Brick and Mortar Retailers, Branding, Customer Service, Venture Capitalists

INTRODUCTION - Next Page>>