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Executive Summary Starbucks Corporation's entry into India through a 50:50 joint venture with Tata Global Beverages Limited represents a significant case study in international market entry strategy, particularly in navigating complex emerging markets through local partnerships. Announced in January 2012, the joint venture entity Tata Starbucks Limited commenced operations in October 2012 with the opening of its first store in Mumbai (according to company press releases and m

Executive Summary Whisper Ultra represents a product line within Procter & Gamble's (P&G) feminine hygiene portfolio in India, operating within a market characterized by deep-rooted cultural taboos surrounding menstruation. Whisper, P&G's sanitary napkin brand in India (known as Always in most other markets), has been present in the Indian market since 1989, according to P&G's corporate communications. The brand's evolution, particularly through product innovations like Whisp

Rajesh uncle’s samosa stall in Koramangala served the same crispy samosas for 15 years. Loyal customers queued, business was steady. Then COVID happened. Post-lockdown, a new vendor—just six months old—had lines around the corner. Why? 50,000 Instagram followers, Swiggy orders, and foodie buzz. Rajesh uncle’s samosas hadn’t changed. But in the digital age, invisible businesses fade. Your digital identity today is as vital as a shop sign, possible through Digital Identity Buil

Executive Summary Hotstar (now Disney+ Hotstar) is India's leading video streaming platform that has set multiple global records for concurrent viewership during live sporting events. The platform's technical infrastructure has been designed to handle unprecedented scale, particularly during marquee events like the Indian Premier League (IPL) and ICC Cricket World Cup. This case study examines Hotstar's publicly disclosed technical architecture, engineering decisions, and inf

Executive Summary In April 2017, Heineken launched "Worlds Apart," a social experiment-style advertisement that brought together strangers with opposing views on contentious social issues to build furniture, discuss their differences, and ultimately share a beer. The campaign was developed by Publicis London and was released at a time of heightened political polarization, particularly following the 2016 Brexit referendum in the UK and the US presidential election. According t

Executive Summary In January 2021, Burger King unveiled a comprehensive brand identity overhaul—its first major redesign in over two decades. The fast-food chain, operating in over 100 countries with approximately 18,000 restaurants globally, sought to modernize its visual identity while reconnecting with its heritage and differentiating itself in an increasingly competitive quick-service restaurant (QSR) market. This case examines the strategic rationale, execution, and impl

When you think of laundry detergent in India, one brand immediately comes to mind—Surf Excel. That iconic blue and red packaging, the jingle "Daag Achhe Hain," and those heartwarming commercials featuring kids getting dirty while doing good deeds. But how did Surf Excel become India's most beloved detergent brand? Let's take a journey through time, from the struggles of hard water and soap scum to becoming India's first home care brand to cross $1 billion in sales. The Proble

When Zomato decided to promote its 'Large Order Fleet' service in Diwali, they didn't just create an advertisement—they created an entire universe. Welcome to the Sunilverse, where comedian Sunil Grover's legendary versatility becomes the perfect metaphor for Zomato's expansive menu offerings. The Campaign That Celebrates Variety Zomato's Diwali 2024 campaign featuring Sunil Grover is a masterclass in aligning brand messaging with celebrity persona. The campaign consists of t

Executive Summary Samsung Electronics, a South Korean multinational conglomerate, provides a significant case study in balancing global scale with local market adaptation. As one of the world's largest electronics manufacturers, Samsung operates across multiple product categories including smartphones, televisions, home appliances, and semiconductors. The company's approach to international markets, particularly in emerging economies like India, demonstrates strategic choices

Executive Summary boAt (Imagine Marketing Services Private Limited) represents a significant case study in India's consumer electronics market, particularly in the affordable audio and wearables segment. Founded in 2016 by Aman Gupta and Sameer Mehta, the company positioned itself at the intersection of youth culture and accessible technology. According to the International Data Corporation (IDC), boAt became India's fifth-largest wearable brand globally by shipment volume in

Priya sat in her small Bangalore apartment, staring at her Instagram analytics.Another post. Another letdown.247 followers after six months of “consistent” posting. She’d tried everything—motivational quotes over sunset photos, reels with trending audio, even dance videos she cringed to remember. Nothing worked. “Maybe I’m just not cut out for this,” she thought, shutting her laptop. What Priya didn’t realize was this: she wasn’t failing because of talent, timing, or luck.She

Let's start from the beginning. Santa Claus comes from Saint Nicholas, a Christian bishop who lived in the 4th century in Myra (now in Turkey). He was famous for helping poor people and children. Saint Nicholas wore red and white robes because bishops traditionally wore these colors. When people moved from Europe to America, they brought different Christmas traditions with them. The Dutch brought their "Sinterklaas" (Saint Nicholas), and slowly this character mixed with other

If you’ve been creating content long enough, you learn one thing fast: high conversion isn’t luck — it’s engineered. From Nykaa’s product pages that drive instant add-to-cart to Zerodha’s landing pages that convert cautious investors—and D2C brands turning Instagram stories into real revenue—high-performing content follows repeatable patterns. The High-Conversion Content Formula: Why Some Content Sells and Others Just Sits distills these patterns into a framework that works a

Executive Summary Urban Company (formerly UrbanClap), founded in 2014 by Abhiraj Bhal, Varun Khaitan, and Raghav Chandra, connects customers with service professionals across beauty, repairs, cleaning, and home maintenance in India and select international markets. The platform's core innovation lies in training and managing service providers rather than merely aggregating them—creating a "managed marketplace" that prioritizes quality consistency over rapid scaling. This case

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