Professional Certificate Programme in Advanced Product Management - [Batch 06]

Upgrade and Charge More? Indraprastha Cold Storage (IPCSL) invested heavily in top-notch facilities, aiming for a premium on superior service. The Problem? Competitors slashed prices, squeezing their margins.

This case study explores the strategic challenges of a price war and how to thrive beyond it. Learn how to:

• Balance short-term pressures with long-term vision to ensure sustainable growth.
• Differentiate your offering when competitors focus solely on price cuts.
• Justify a price premium by effectively communicating value to budget-conscious customers.

Will IPCSL innovate their way out of the price war, or will they be forced to join the race to the bottom?

Option 2: Indraprashtha Cold Storage went all-in on innovation, building top-notch facilities to justify premium pricing. But competitors slashed prices, starting a brutal price war. Can IPCSL stay afloat with their fancy new fridges, or will they be forced to join the race to the bottom? This case explores strategy in a price war, differentiation beyond cost-cutting, and convincing budget-conscious customers to pay more. Will innovation win, or will price be king?

Soap that's Fun... But is it Enough? SoaPen created a playful soap to encourage handwashing in children, aiming to prevent disease. But awareness and funding hurdles threatened their mission. This case study explores the challenges of social entrepreneurship and creating lasting impact. Learn how to:

• Increase awareness among stakeholders for a critical social cause.
• Secure funding to achieve sustainable growth for your social enterprise.
• Move beyond the product to develop a comprehensive approach for social change.

Can SoaPen overcome these challenges and make handwashing a habit for kids, or will their innovative soap remain a playful idea?

Chick-Chicken India is clucking mad! Customers are flocking to Dominos, and internal finger-pointing isn't helping. Is it the food, the atmosphere, or something else? Limited data awaits Kiran, a new IIM grad. Can he analyze it to uncover:

• Customer Cravings: What truly matters to diners (taste, ambience, price)?
• Repeat Recipe: Why aren't customers coming back? What makes them choose Chic-Chicken or fly the coop?
• Employee Exodus: Why is turnover so high? Does it impact service (and sales)?

Can Kiran's insights help Chic-Chicken hatch a plan to win back customers and soar to success?

Diovan's Doom: Novartis' star drug faced patent expiration, threatening a massive revenue loss. A Three-Pronged Attack: CEO Jimenez focused on:

• Expanding a new cancer treatment (Afinitor).
• Building a salesforce for emerging markets.
• Pioneering an outcomes-based sales approach.

Five years later, the results are in... This case study explores:

• Innovation beyond blockbusters: Finding new revenue streams when a major patent expires.
• Emerging market mastery: Building a strong salesforce for rapid growth regions.
• Value-based selling: Focusing on patient outcomes to drive sales.

Did Novartis' strategy pay off? Learn how they navigated patent cliffs and secured a future beyond Diovan.

Eastern Roots, Global Ambitions: Turtle, a shirtmaker, dreamt of becoming the Zara of Eastern India. The Challenge: Limited resources and a crowded premium market. Shitanshu Jhunjhunwalla, the Director, pondered:

• Rebranding for relevance: Can Turtle shed its manufacturer image and become a lifestyle brand?
• Cost-effective premium: How to create a perceived value that competes with established brands?
• Eastern edge: Can Turtle leverage its regional identity for a unique market position?

This case study explores the complexities of brand transformation, particularly:

• Repositioning a brand within a crowded market.
• Developing a cost-effective premium strategy.
• Capitalizing on regional identity for a national brand.

Can Turtle crack the code and become the trendsetting fashion destination of Eastern India?

Momo Mania on a Mission: Wow Momo, a Kolkata-based QSR chain, wants to make momos a national obsession, competing with pizza and burgers. The Founders Face Forks in the Road:

• Niche or National: Should Wow Momo cater to a specific market or go mainstream?
• Local to Global: How can they become a national brand before expanding internationally?

This case study explores the challenges of scaling a regional food concept:

• Capturing market share in a crowded QSR landscape.
• Finding the right mix of owned and franchised stores for growth.
• Catering to diverse palates across a vast nation.
• Building a brand that goes beyond price.

Can Wow Momo become the next big fast-food phenomenon, or will they remain a regional favorite?

Bakery Battleground: Switz Foods' Mio Amore brand faces a familiar foe - Monginis, their former franchise. The Challenge: Maintaining market share against a well-established competitor nurtured by the same company. The Dilemma:

• Innovation vs. Legacy: Can Mio Amore's fresh approach compete with Monginis' brand recognition?
• Brand Extension or Market Stretch? What's the best strategy to expand Mio Amore's reach?

This case study explores the complexities of competing against a former brand, particularly:

• Maintaining market share when facing aggressive competition.
• Choosing the right growth strategy (brand extension vs. market stretch).
• The challenges of competing against a brand you helped build.

Can Mio Amore rise above its bakery rival, or will Monginis reclaim its Eastern Indian throne?

Burger King took a gamble with the "Moldy Whopper" campaign. This ad showcased their signature burger decomposing over 35 days, highlighting the lack of artificial preservatives. But was it a winning recipe? This case study explores:

• Promoting "freshness" through a controversial lens.
• The impact of transparency on consumer perception of ingredients.
• Balancing shock value with product appeal in advertising.

Did the Moldy Whopper campaign convince customers of its fresh ingredients, or mold public opinion against the Whopper itself?

Linc, a value pen leader, faces a dilemma. Their successful premium pen, Pentonic, threatens to overshadow the core brand. The Challenge: Develop Pentonic as a separate brand while maintaining Linc's market position.

The Board Needs Answers:

• Building a Premium Brand: How to establish Pentonic for the high-end market.
• Marketing Mix Magic: Balancing strategies for Linc's value focus and Pentonic's premium appeal.
• Two Brands, One Market: Positioning each brand effectively to avoid cannibalization.

This case study explores the complexities of brand extension:

• Creating a new brand within an existing market.
• Developing a distinct marketing mix for each brand.
• Protecting the equity of both Linc and Pentonic.

Can Linc successfully navigate the world of value and luxury, or will their brand strategy leave them divided?