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Shifting Category Perceptions in the Short-Term Rental Market Executive Summary In April 2016, Airbnb launched its "Live There" global marketing campaign, representing a strategic repositioning from a functional accommodation booking platform to an experiential travel brand. According to statements made by Airbnb co-founder and CEO Brian Chesky at the campaign launch, the initiative aimed to differentiate Airbnb from traditional hotel stays by emphasizing authentic, local exp

Executive Summary The toothpaste category has been dominated by two major players—Colgate-Palmolive and Procter & Gamble's Oral-B—each employing distinct positioning strategies to capture market share. Colgate has maintained its leadership position through mass-market penetration and trust-building, while Oral-B has positioned itself in the premium segment with a focus on dental professional endorsements and scientific credibility. This case examines their strategic positioni

Executive Summary The Mahindra Thar represents a unique positioning in the Indian automotive market as a lifestyle vehicle that transcends traditional utility vehicle categorization. Launched originally in 2010 and relaunched with significant updates in 2020, the Thar has evolved from a niche off-road vehicle into an aspirational lifestyle product. This case study examines the verified information available about the Thar's consumer base, market positioning, and its role in M

EXECUTIVE SUMMARY Uber Technologies Inc. entered India in August 2013, launching operations in Bangalore. The American ride-hailing platform's India journey represents a critical case in marketplace regulation, competitive strategy, and operational adaptation in one of the world's most complex emerging markets. This case study examines Uber India's navigation through regulatory frameworks, competitive positioning against domestic rival Ola, and strategic choices between 2013

Executive Summary Lenskart Solutions Private Limited, founded in 2010, developed an Omnichannel retail model for eyewear in India that integrated online and offline channels with proprietary technology. The company's approach combined e-commerce capabilities, physical retail stores, home trial services, and in-house manufacturing to address challenges in India's fragmented eyewear market. By 2024, according to statements from company executives reported in business publicatio

Executive Summary Between 1997 and 2011, Apple Inc. underwent a fundamental transformation under the leadership of returning co-founder Steve Jobs. When Jobs rejoined Apple as interim CEO in 1997, the company was experiencing significant losses and declining market share. Over the following fourteen years, Jobs led a comprehensive reinvention of Apple's brand identity, product strategy, and market positioning. This transformation involved strategic decisions about product por

Executive Summary PepsiCo India launched the "Har Ghoont Mein Swag" campaign in 2018 as part of its strategy to connect with Indian youth through culturally relevant messaging. The campaign represented a shift from traditional celebrity-led advertising to youth-centric cultural positioning, leveraging local language, music, and youth icons to strengthen brand relevance in the Indian market. Background and Market Context PepsiCo has maintained a significant presence in India's

Executive Summary Nestlé Milkmaid (known as Milkmaid in India and as Carnation in other markets) is a sweetened condensed milk brand that Nestlé has positioned strategically in the Indian market as a dessert-making ingredient rather than merely a dairy product. This case examines how Nestlé leveraged consumer insights around dessert preparation occasions to expand category penetration in India, transforming Milkmaid from a niche baking ingredient into a mainstream dessert ena

Executive Summary Paytm (Pay Through Mobile), operated by One97 Communications Limited, represents one of India's most significant digital transformation stories—evolving from a mobile recharge platform launched in 2010 to a digital payments wallet post-2014, and subsequently into a diversified financial services and commerce super-app. This case examines Paytm's business model evolution, the strategic decisions underlying its expansion into multiple service verticals, and th

Executive Summary Spotify Technology S.A., founded in 2006 and publicly listed in 2018, operates the world's largest audio streaming service. According to the company's Q3 2024 Shareholder Letter, Spotify reported 640 million Monthly Active Users (MAUs) and 252 million Premium subscribers. The company's competitive advantage centers significantly on data-driven personalization, which has fundamentally shaped music discovery in the digital age. Company Background Spotify was f

Executive Summary Zomato, founded in 2008 as Foodiebay by Deepinder Goyal and Pankaj Chaddah, evolved from a restaurant discovery platform into India's leading food delivery service. This case examines how Zomato built a distinctive brand personality through integrated marketing campaigns. The company became the first Indian unicorn from the consumer internet space to list on Indian stock exchanges in July 2021, raising ₹9,375 crore through its IPO, as documented in its SEBI

Executive Summary This case examines Uber's response to trust and safety challenges in India following a December 2014 incident where an Uber driver was accused of assaulting a female passenger in Delhi. The crisis triggered immediate regulatory bans, legal proceedings, and intense scrutiny of Uber's operations across India. This analysis uses only publicly verified information from credible sources including company statements, regulatory filings, and established news outlet

Executive Summary Maruti Suzuki India Limited (MSIL) has maintained the largest passenger vehicle dealer network in India since its inception in 1983. As of March 2024, the company operated through 3,086 sales outlets across 2,119 cities and towns in India, according to its FY2023-24 Annual Report. This case Maruti Suzuki – Dealer Network Dominance in India, examines how Maruti Suzuki built and sustained its dealer network advantage, the strategic decisions underlying its dis

Executive Summary In 2017, Procter & Gamble India launched the "Vicks Touch of Care" campaign, featuring a transgender woman as a mother figure. The campaign marked a significant shift in mainstream Indian advertising by portraying a transgender person in a caregiving role, challenging traditional family narratives. This case study examines the strategic decisions, execution. Company Background Vicks, a flagship healthcare brand of Procter & Gamble (P&G), entered the Indian m

Executive Summary Razorpay, founded in 2014 by Harshil Mathur and Shashank Kumar (both IIT Roorkee alumni), emerged as one of India's leading payment gateway providers. The company evolved from a simple payment processor to a full-stack financial solutions platform serving over 10 million businesses as of 2024, according to company statements. Razorpay achieved unicorn status in 2021 with a valuation of $7.5 billion following a $375 million Series F funding round led by Lone

Executive Summary Cadbury Celebrations, launched in 1998 by Cadbury India (now Mondelez India), repositioned chocolate from personal consumption to a festive gifting medium. The brand created an assortment format combining multiple Cadbury chocolates in gift-ready packaging, targeting India's festival occasions, particularly Diwali. This case examines the publicly documented strategy behind creating a new gifting category in India. Market Context and Launch Strategy Cadbury I

Executive Summary Nivea, owned by Beiersdorf AG (Hamburg, Germany), operates in over 200 countries as one of the world's leading skincare brands. The brand faces the fundamental challenge of maintaining global consistency while adapting to diverse local markets. According to Beiersdorf's Annual Report 2022, the Consumer Business segment (predominantly Nivea) generated sales of €7,612 million in 2022. Strategic Context Beiersdorf pursues what it calls a "glocal" strategy. The

Executive Summary Ola Electric, founded in 2017 as a subsidiary of ANI Technologies (Ola Cabs' parent company), represents India's attempt to build a vertically integrated electric vehicle ecosystem. The company commenced commercial operations with electric scooters in December 2021 and has pursued an integrated strategy encompassing manufacturing, battery technology, charging infrastructure, and software development. This case examines Ola Electric's ecosystem approach. Comp

Executive Summary Colgate-Palmolive India launched Vedshakti, an Ayurveda-inspired toothpaste range, to tap into India's growing preference for natural and traditional wellness products. The brand aimed to bridge the gap between modern oral care and Ayurvedic formulations, positioning itself within a category increasingly dominated by local players like Patanjali and Dabur. This case examines the product's launch context, market positioning, and strategic considerations in a

Executive Summary Spotify launched in India in February 2019, entering a market already dominated by established players like Gaana, JioSaavn, and YouTube Music. According to Spotify's Q1 2019 earnings call, India represented "one of the world's most exciting music markets" with significant growth potential. The company's entry strategy centered on localization—adapting its global playlist model to India's diverse linguistic and cultural landscape. This case examines how Spot