Each presentation will be of 20 minutes followed by questions

Evaluation criteria for the case study presentations

1. Overall understanding of the case.
2. Conceptualizing and analysing the case- explanation with reference to the marketing
concepts.
3. Overall quality of the presentation - logical, proper sequence, ppt., communication.
4. Answers to the questions/ solutions.

GROUP I - Cyworld: Creating and Capturing Value in a Social Network

Assignment questions.
1. Why do people use social networks?
2. How can you segment Cyworld’s users? Which segments should Cyworld target?
How can it create value for users in these segments?
3. Which is most valuable to Cyworld – an active user, a user who spends a lot of
money with Cyworld or a user with a lot of connections?
4. What should be Cyworld’s business model – paid items, mobile networking, or
advertising? Should Cyworld explore any other areas of opportunity?

GROUP II - Patanjali Takes On Industry Giants

Assignment questions.
1. Analyse the Patanjali brand and the key factors for its success.
2. Discuss the marketing mix at Patanjali.
3. What are the various growth and expansion strategies for Patanjali?
4. What digital marketing strategies could Patanjali adopt to increase its brand image
and sales volumes?
5. What would you recommend that Patanjali do?
GROUP III – Showrooming at Best Buy
Assignment questions.
1. Explain showrooming in detail.

2. Should Best Buy keep its permanent price-matching policy or abandon it in favour of
another approach?

3. Looking at the approaches of other brick-and-mortar retailers to combat showrooming,

could Best Buy be better off by doing something differently?

4. Propose solutions to Best Buy’s problem.

GROUP IV - Brandless: Disrupting Consumer Packaged Goods

Assignment questions.
There are no questions for the case. However, the presentation can be made as per the
following learning objective.

Learning Objective

The case can be used to illustrate some of the major challenges facing national brands in
the consumer packaged goods industry including: The increasing strength of private label
brands and price sensitivity of consumers; Consumers shifting preference away from big
brands and toward small, values-based brands; The rise of direct-to-consumer brands sold
via e-commerce, digital marketing, and subscription models; Shifting demand from store-
based retailing to online retailing and the increasing encroachment of Amazon in the CPG
space; Pricing pressures from the dominance of discount retailing. Specific learning
objectives include: Assessing how big brands can fend off competition from small brands;
Understanding the importance of brands to consumers, how brands provide value, and why
brands matter; Evaluating the conditions under which consumers' loyalty to brands is strong
vs. weak and where national brands are vulnerable; Determining new strategies for national
brands to ensure their success in online retailing.
GROUP V - Predicting Consumer Tastes with Big Data at Gap
Assignment questions.
1. Why is Gap doing poorly in 2017?

2. Was Peck correct in firing his creative directors and replacing them with a big data-driven
creative process? Why or why not?

3. What do you predict will happen to Gap Inc.’s sales going forward as a result of this
decision? How will it affect each of its brands’ equity?

4. Does the big data approach work for all three of Gap Inc.’s primary brands: Old Navy, Gap
and Banana Republic? Why or why not? Which brands are better/worse served by this
strategy? Why?

5. Should Peck allow Gap Inc.’s brands to be sold on Amazon? Why or why not? What
opportunities does this plan present? If Gap sells through Amazon, should the company be a
wholesaler or a third party seller? Why?

6. What is your assessment of Product 3.0? How would you improve it?

7. Would you change other elements of the marketing mix to address Peck’s problems?
Which ones and how?

8. For which purpose is big data/ predictive analytics more or less useful in marketing? As
we move into a world filled with more data, what is the role of art versus science in
marketing? Under which conditions should “science” rule and under which conditions should
“art” rule?