Marketing

Why Some FMCG Brands Are Seen Everywhere—but Bought Nowhere Most people believe FMCG brands grow because of advertising. Big campaigns. Celebrity endorsements. High recall. But walk into any kirana store, and a different reality emerges. The brands that win are not always the ones you remember. They’re the ones you can find easily. This is…

Introduction Walk into any kirana store in India, and one thing stands out—rows of tiny sachets priced at ₹1, ₹2, or ₹5. From shampoo to detergent, these small packs are everywhere. At first glance, it seems counterintuitive. Why would consumers buy smaller quantities at a higher per-unit cost? The answer lies in sachet marketing in…

How Mahindra Became SUV Leader (2018–2025) Introduction Around 2017–18, the passenger vehicle division of Mahindra & Mahindra was not in a strong position. The company still had a legacy reputation in tractors and utility vehicles, but urban buyers were shifting toward more modern and premium-looking cars from Maruti Suzuki, Hyundai, and Kia. Mahindra’s passenger vehicles…

WHY CAN’T INDIA FIND FORD KI KUCH FAMILY WALI FEELING?Why this Family wali Feeling faded?Ford entered India in the early 1990s, offering great driving dynamics and best-in-class build quality. So why did it fail?1. Sustained Low Sales & Market ShareFord always had a low marketing share in India due to India being a price-sensitive market,…

Zomato initially set out to become the leading restaurant search and discovery platform, providing detailed information on over 1.4 million establishments across 23 countries. This included restaurant names, menus, pricing, reviews, and more.Over the years, Zomato has transformed into a comprehensive food delivery service. Users can now order food via their app or website, with…

A Classic Case of Wrong Positioning, Not a Bad Product Poor engineering is rarely the root cause of a popular car brand’s challenges in a market like India. The product’s positioning, pricing, and communication strategies are more frequently the cause of problems. A clear example of this mismatch is the Jeep story in India. Jeep…

BYJU’S, an ed-tech company, was founded in 2011 by Byju Raveendran and Divya Gokulnath. Headquarters in Bengaluru, India. BYJUs aims to revolutionize learning via technology, interactive content, and personalized methodologies. In 2015, BYJUs launched its flagship product, BYJU’s: The Learning App, in India. This app employs animated videos, games, and quizzes to create an engaging,…

In the rapidly evolving and highly competitive landscape of the Indian online brokerage market, Groww has distinguished itself as a formidable contender, achieving a remarkable 20.35% market share. This case study delves into the innovative marketing strategies that enabled Groww to surpass well-established competitors such as Zerodha and Upstox. It emphasizes the strategic utilization of…

Why did Jaguar fail? What went wrong with Jaguar Worldwide​ Jaguar, the prestigious British car manufacturer, was known for its high unreliability. However, the lack of reliability wasn’t the primary factor contributing to its decline. A series of events unfolded that led to the worldwide decline of the jaguar.1. Ownership InstabilityOver the years, Jaguar changed…