The 10 best Marketing cases I have ever taught

As the new academic year rises on the horizon, I thought about the cases (in Marketing) that I have taught in past few years and listed the top ten. My best teaching experiences – taking into account the best learning experiences of my students – took place while teaching these cases.

The list is slightly inclined towards marketing strategy, and does not include the good old work-your-way-through-it numerical analysis cases as these are required but do become somewhat boring at times. I have listed only the interesting cases, which really connect with students and sometimes even divide the class!

Most of these cases can be taught across programs and years (perhaps a few are not suitable for the first-year basic marketing course, and many are unsuitable for undergraduate courses) with a little flexibility, creativity, and improvisation from the faculty. Then again, you can’t have a course of just these cases – these are best consumed as the laddus in a diet that otherwise consists of good old dal-chawal-roti-subzi, in my view.

These cases are tried and tested for that ideal combination of fun and learning (in the 750-odd hours that I have taught with cases so far with full-time MBA, executive/online MBA, in-campus MDP, and online MDP participants). Of course, all bets are off if students have not analysed the case prior to the class discussion.

Here’s the list, in the order of most interesting first. Complete case titles are provided at the end.

  1. Whatsapp Payments – where to play, how to win, and do so in a market evolving so fast that the where and how keep changing – I hope the managers from UCO Bank have not forgotten our discussion yet!
  2. Tanishq – a tad dated, but this case is a hit because you have to choose – the rural customer who wants something which is not the same as what the urban customer wants, but rural is a big market and needs its own positioning – a juicy dilemma of the highest order!
  3. Maggi – students’ love for Maggi translates directly to life in the class – this case spreads all the way from crisis-handling and regulator relationship to competitive strategy and social media management – the case can be built upon using the recent (~March 2024) McDonald’s fake cheese almost-crisis.
  4. Herman Miller – this one is tricky because the pre-class reading (in terms of page length and case details) is on higher side, but discussing this case is like solving a puzzle – not your simple Rubik’s cube but a really confusing cube that reveals new colors every time your twist it. Need I mention that the case is on sustainability?!
  5. Paez – this one is about footwear (!), and not luxury footwear but a home-grown South American brand in a product category rarely seen in cases – the case is on positioning and actually gives students a few options, but if you do your analysis well, all options are bad! What more can you ask of a case?!
  6. TiVo – new product marketing for a really, really new product – but this case requires careful handling and pre-discussion prep as television is not something the current generation can relate well to – the context can then segue into Apple Vision Pro, foldable phones, and most new tech products such as smart watches and Alexa.
  7. Starbucks – spend $20 million on additional employee hours, or not? Increase customization of drinks, or not? Rely on market research, or not? And beyond the case, questions like: add masala chai and filter coffee to the menu, and dilute the brand but adapt to the Indian market, or not?
  8. Puma’s Maya – Virtual influencers are the craze these days, but in the early days when nobody knew what a virtual influencer was and whether it would work, a little-known company in South East Asia decided to build one for Puma – a fun case that can build towards all things virtual, including customer experience and customer engagement, and the growing role of AI in all things martech.
  9. L’Oreal Paris – the title might be a little off-putting but that should not deter either the case facilitator or the students – L’Oreal has been doing digital, and quite well at that, for several years now, and it’s great fun to see how they decide on new products using social media listening (and planting).
  10. Commerce Bank – this bank, in the case at least, has unique way of trading off a lower interest rate against fun activities (think jugglers and walking soft toys) in the bank branch. Unbelievable and rightly so, but the case gets students thinking – why should finance and banking be boring and tiring to customers?
  11. Bonus: Real events –interesting real incidents and decisions not formally written up into cases – the absence of a structured set of facts and a story ready to read is usually compensated by the freshness of the incident – how Budweiser faced the last minute problem in selling its drinks at the Qatar World Cup through the #BringHometheBud campaign, how the same Budweiser dug itself into a hole with an influencer, and how they dug themselves out of the hole by reinforcing their positioning through advertising…

To case teachers reading this, I hope this list is useful and makes you revisit or reinforce your own favorite cases. Am eager to hear and learn from you about your case experiences. Write to me at npriya(at)iimk(dot)ac.in. Equally eager to hear from students!

Complete case titles for the cases above:

  1. WhatsApp: Creating and Communicating Value for WhatsApp Payments
  2. Tanishq: Positioning to Capture the Indian Woman’s Heart
  3. The Maggi Noodle Safety Crisis in India (A)
  4. Cradle-to-Cradle Design at Herman Miller: Moving Toward Environmental Sustainability
  5. Paez
  6. TiVo (first version dated 2000)
  7. Starbucks: Delivering Customer Service
  8. Puma’s “Maya”: Southeast Asia’s First Virtual Influencer
  9. Ombre, Tie-Dye, Splat Hair: Trends or Fads? “Pull” and “Push” Social Media Strategies at L’Oréal Paris
  10. Commerce Bank

To My Students – Soar High and Fly Far!

© Priya Narayanan, Assistant Professor of Marketing, IIM Kozhikode. Views are personal.

There’s a glorious joy in standing next to your peers, wearing the black robe, and receiving the degree. There’s a sense of two tumultuous years of struggle, fun, excitement, boredom, stress, success, and learning, all trying to bundle themselves into a few joyous moments.

On this convocation, as my first set of students graduate, it is no exaggeration when I say that I feel the same joy as I did over a decade ago. Of course, this time round, my joy is for all of you, my students, who made me a teacher. Because you created every moment that I have been a teacher.

You made me think, you made me laugh (and cry, believe it or not!). I doubted myself, then conquered those doubts, only to have other doubts come up. I became more empathetic, inclusive, confident, perceptive, all through your relentless training. And by now I have forgotten how I have also been irritated and desperate!

Thank you for everything.

Whatever you did as a student, whether you prepared or not, spoke up or not, turned on your video or not (!), I hope you gave your best. Because to give our best is all we can really do.

Soar high and fly far! The sky awaits with promise.

The sky on convocation eve at god’s own Kampus!

P.S. When you come back to campus, all grown up, do say hi because I fondly remember every one of you!

Changed but Still the Same (Notes from a Homecoming Trip to Wimwi)

After the awe of seeing the red bricks subsided, one of the first feelings I remember from my day of arrival at Wimwi* is the intense disappointment on seeing the dorm* room allotted to me – old, nearly unfurnished, paint flaking off and falling to the bed along one entire wall. Dilapidated, in one word. To think that this was what I had “achieved!” I was immediately and very kindly allowed to change my room. And after that first day, I don’t remember ever having had a chance to reflect on the quality of my accommodation.

<Before we proceed any further, some comments are in order. In this post I have used terms commonly used at IIMA – these are indicated by * at their first occurrence and explained at the end of the article. This post is also on the longer side, so please be warned. But if it is as much fun reading as it was writing, you wouldn’t notice the length.>

Going back to campus after a hiatus of a year and a half, the overwhelming sense of homecoming eclipsed all other feelings. The dorm room I got this time was no better, but time had changed my perspective so much that campus felt like a nature resort. And the days passed by in a rush. I strongly suspect that time runs at a different speed at Wimwi. Time is also scarcer, and hence more valuable and more valued, at Wimwi than anywhere else in the world.

Fences and facilities

I noticed that the campus seemed demarcated by fences in an attempt to keep away the stray dogs, a vain attempt because the gates of the fences usually remained open. Indeed, there is something about an academic institution that makes spirits far freer than in an organization that pays a salary for working, for keeping your ideas to yourself and for doing what you are told. In the latter, the chaos of enterprising free human minds is mercilessly reined in by rewarding subordination.

It was heartening to see the new sports complex, with an indoor badminton court – so what if it was not equipped with the best of lighting? And the SAB, the Student Activities Block, which has been a long time coming; the new super posh dorms of rooms with attached bathrooms – a rare luxury for the students of Wimwi; two more ATMs, in the right places; more, and yet inadequate, signboards to indicate directions to dorms and facilities in a campus that seems like a maze even to seasoned residents.

Food and fauna

I spotted more eating joints – the expensive but healthy Joos has been relegated to the realm of memories and only the space remains, as if awaiting a new occupant; there is Falafal (think Hindi not Lebanese) aimed at the same I-care-more-about-health-than-wealth customers (I exaggerate, of course); a Nescafe right near the girls’ dorms; an enlarged Nescafe in the new campus. And KLMDC* still sells home-made cookies, these are still just as popular; the fruit vendor still enjoys a monopoly; tiffin deliveries take place as usual, of packed lunches that look unhygienic but taste genuine like only home-cooked food does; the food in the student mess has expectedly gotten worse over the years and subscription seems to have fallen each year.

The animal kingdom at Wimwi has not diminished even one bit. At Falafal, a bold squirrel approached till the seat opposite mine, and stood poised to land in my plate with its next jump. I threw a yellowed neem leaf to the floor and the squirrel, well-trained as it must have been from numerous titbits thrown by residents, ran towards the leaf. But very soon it was back, and this time I broke up a corner of my bread slice and offered that. The squirrel sniffed around, but could not (deliberately did not?) spot the meal, and returned to its pose, again ready to jump onto my plate. In the meantime, another squirrel grabbed the bread piece and ran away. I have a feeling that squirrel one often helps its brothers this way. In the land of RG-giri* this was a refreshing sight.

Reading, living and studying

The best-kept secret of the Wimwi campus, VSL, or the grand old Vikram Sarabhai Library, is still majestic and well-maintained. It hasn’t lost its charming effect on me – within minutes of entering the welcoming silence, I noticed and picked up Stephen King’s ‘On Writing’ in the new arrivals section and Peter Drucker’s ‘Adventures of a Bystander’ in the shelves, both of which I had been planning to read.

In dorm 3, the same old almost shelf-less fridge reigns over the pantry, but the new microwave oven has stolen the spotlight from the old one; the basement, known lovingly among current and former residents as the dungeon, still has some of the least wanted rooms and the most well-bonded group of residents; the erstwhile cleaning lady has been moved out, but the mildly servile attitude has remained, now shown by the new cleaning lady.

There is no more a WAC run* because electrons run faster and the Internet has taken over the work of fast feet. But Turnitin* does its job just as skillfully. And the 2.30pm surprise quizzes are back in the system (after having been displaced when first year classes were held in the afternoon as well because a new section of students had been added), with the additional caveat that the announcement comes only at 1.45pm! All those who thought it was a good idea to skip lunch because of (the possibility of) a quiz might consider eating because the suspense would not be broken before 1.45pm.

Outside the classroom

For students, placement is still the ‘top of the mind’ question. Professors, as has been the norm, show no recognition that the third slot* is the “killer slot” with classes in full swing, placement talks to be attended and placement preparation to be carried out by fachchas and fachchis* who are only just about getting used to the system. Some courses are no longer being offered but others are being offered in two sections due to overwhelming demand from students. Professors, I am glad to notice, are still sensible and high-thinking as they were in my time! The FPM* students have not moved out but they have moved on, just as I have, and they talk as easily of research as I would of client meetings.

That there was no Onam celebration on campus this year was surprising and unpardonable. Malayalis the world over are known for two things – for quickly bonding with fellow Mallus and for celebrating Onam wherever they are. The best aspect of such bonding, perhaps the one aspect that allows a seemingly insular relationship to flourish, is that the resulting group is very open to non-Mallus. Of course, only those who try joining the group will realise the warmth of the welcome they will receive. In my batch, our Spam* treats often included a friend who hailed from another state in South India.

Outside campus, there’s a flyover under construction, heralded by traffic jams and dusty roadsides; wayside eateries have moved to give way, but the taste of the roadside poha has not reduced one bit! Good old Ahmedabad is still the same – reckless driving on the roads; sarees worn the Gujarati way; a well-functioning BRTS (unlike in Delhi); and the winter approaching slowly, with its cold fingers reaching the dorm 3 dungeon first.

On the way back to the hustle and bustle of consulting life, I realised how true the cliché was: you can take the Wimwian out of Wimwi but you cannot take Wimwi out of the Wimwian!

-~-

The jargon

Here’s my attempt at describing the meaning of the slang terms that have crept into the post. Naturally, it is impossible to convey the complete sense of any slang. I haven’t given away much of the reasons for the terms, although there are traditional reasons for every term, nor have I expanded abbreviations. The terms are listed in the order in which they appear in the post.

Wimwi: IIMA

Dorm: A standalone set of 30-40 single rooms that has a culture of its own

KLMDC: The management development centre in the heritage campus (aka the old campus)

RG-giri: A kind of unhealthy competition prevalent among students of Wimwi, especially in the first year

WAC run: The process of running from dorm to classroom in order to submit in time a printed copy of a particular written assignment in the first year

Turnitin: The software that detects plagiarism

Slot: Half of a term; six slots make a year

Fachchas and fachchis: First year students

FPM: The doctoral programme

Spam: The Malayali students group