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Asian Case Studies

Cases by Contributing Authors

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JUNGLE BEER: AN ENTREPRENEUR’S JOURNEY

Kapil Tuli, Singapore Management University
Christopher Dula, Singapore Management University

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TATA CHEMICALS BRAND CONSOLIDATION: POWER OF ONE?

Kapil Tuli, Singapore Management University
Kevin Sproule, Singapore Management University


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‘UDAAN’: TATA SALT’S ENDEAVOUR TO GROW MARKET SHARE

Kapil Tuli, Singapore Management University
Jyoti Patankar, TATA Chemicals
Havovi Joshi, Singapore Management University


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BREWING THE PERFECT BLEND: STARBUCKS ENTERS INDIA

Phillip Charles Zerrillo, Singapore Management University
Sarita Mathur, Singapore Management University
Havovi Joshi, Singapore Management University

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LIPTON TEA IN TURKEY: INFUSING A REAL FLAVOUR OF SUSTAINABILITY

Philip C. Zerrillo, Singapore Management University
Havovi Joshi, Singapore Management University


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TATA Salt – What To Do When a Flanker Brand Grows Up (A)?

Phillip Zerrillo, Singapore Management University
Havovi Joshi, Singapore Management University
S.N. Venkataramanan, Singapore Management University


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TATA SALT – WHAT TO DO WHEN A FLANKER BRAND GROWS UP (B)?

Phillip Zerrillo, Singapore Management University
Havovi Joshi, Singapore Management University
S.N. Venkataramanan, Singapore Management University

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United Breweries Limited: Kingfisher Beer’s Social Media Marketing Machine

Philip Zerrillo, Singapore Management University
S.N. Venkataramanan, Singapore Management University
Christopher Dula, Singapore Management University

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MINH LONG CO. LTD. COLLECTION ITEMS

Phillip C. Zerrillo, Singapore Management University
Paolo Castaldi, Singapore Management University

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HAMRLICK BREWING

Philip C. ZERRILLO, Singapore Management University
Kevin SPROULE, Singapore Management University

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MEMAKSA STEEL

Philip Charles Zerrillo, Singapore Management University

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NTUC Income’s Orange Force

Rajendra SRIVASTAVA, Singapore Management University
Havovi JOSHI, Singapore Management University

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S.K.Reddy
Designation: Professor of Marketing
Director, Centre for Marketing Excellence
Academic Director, LVMH-SMU Asia Luxury Brand Research Initiative
Area Coordinator, Marketing
Qualifications: PhD, Columbia University, 1986
Email: sreddy@smu.edu.sg
Phone: +65 68280742
School: Lee Kong Chian School of Business 
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Dr. Srinivas K. Reddy is Professor of Marketing and Director, Center for Marketing Excellence, Lee Kong Chian School of Business, Singapore Management University. He served as the Associate Dean of General Management overseeing the MBA and the Executive MBA programs. Previously, he was the Robert O. Arnold Professor of Business and the Director of the Coca-Cola Center for Marketing Studies, Terry College of Business at the University of Georgia. He holds M.Phil and Ph.D. degrees in Business Administration from Columbia University. Dr. Reddy was on the faculties of New York University’s Stern School of Business, Columbia University, University of California, Los Angeles and the Stanford Business School. Dr. Reddy’s expertise is in innovation, new product development, marketing and competitive strategy involving new brands and services. Dr. Reddy’s research has been published in Journal of Marketing, Journal of Marketing Research, Management Science, Statistical Science, Social Networks, Marketing Letters, Journal of the Academy of Marketing Science, Decision Support Systems and Journal of Business Research. In 2006, he has been awarded the IBM’s prestigious SUR grant to study corporate innovativeness and innovation conversion. He has consulted and taught executive programs for IBM, Coca-Cola Company, United Parcel Service, Miller Brewing, Pfizer, Eli Lilly, Bristol-Myers-Squibb, Satyam Computer Services, Chase, Turner Broadcasting, Cox Interactive Media, Equitable, Ford Foundation and Price Waterhouse Coopers, MasterCard, Unilever. He has been recognized for his outstanding teaching and was the recipient of Award for Teaching Excellence in 1994. He was nominated as the MBA Teacher of the Year in 1999, 2000, 2002 and 2005.

 
Case studies

srinivas_06

 

 

The Oreo in China: Time to Get it Right or to Get Out

As Shawn Warren, head of biscuits at Kraft for Asia Pacific, surveys the China market for Oreos in late 2005, he realises that changes need to be made, and fast. Oreo was first launched in China in 1996, but sales have been flat as the rest of China has been setting record growth in the biscuit industry. ..
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SKR_case_novartis

 

 

Novartis Loses Patent Battle In India: Time to Realign the Business Model to Emerging Markets?

On April 1, 2013, the Supreme Court of India rejects Novartis’ patent application for its cancer treatment drug, Glivec. Many share the opinion that Indians should have access to cheaper generic…
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SKR_case_gillete1

 

 

Gillette’s “Shave India Movement”: Razor Sharp against the Stubble (A)

This case is the first part of a two-part series. Case A begins in April 2010, where Sharat Verma, the brand manager for Gillette India, together with Harish Narayanan, the assistant brand manager in the Singapore regional business unit, …
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SKR_case_emvi

 

 

GVK EMRI: Social Entrepreneurship and Innovation in Emergency Medical Response

EMRI is the first not-for-profit public private partnership (PPP) arrangement in the healthcare sector in India. From its modest beginnings of providing emergency response services with 15 …
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SKR_case_whotel

 

 

Launching W Singapore – Sentosa Cove: Starwood Hotel’s Digital Strategy to Drive Bookings

It is March 2012 and Janice Chan, the senior director of digital marketing and distribution for Starwood Asia Pacific Hotels, is responsible for delivering a digital marketing campaign strategy to the …
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SKR_case_unilever

 

 

Unilever Vietnam: A One-Rinse Revolution Towards A Sustainable Future (B)

Part B of this case series takes place in December 2008, a little more than a year following the events of part A. Although significant progress has been made since then, the Comfort One Rinse range has not yet reached 50% market …
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SKR_case_dodla

 

 

Dodla Dairy: Churning the Business of Milk in India

Dodla Dairy, a family owned dairy business based in the southern state of Andhra Pradesh, India, has successfully made its mark on the Indian liquid milk industry, but now needs to move to the next level. The company is considering a backward integration initiative into the dairy farming business, but is faced with …
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SKR_case_india

 

 

Made in India: Cisco Reroutes Innovation

This case describes the strategy adopted by Cisco India to develop the Advanced Services Router 901 (‘ASR 901’). It is part of a larger strategy by Cisco headquarters to understand what could be built in the developing markets for the developing markets, as opposed to products conceived with only …
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SKR_case_gillete1

 

 

Gillette’s “Shave India Movement”: Razor Sharp against the Stubble (B)

Case B begins in May 2010 with Sharat Verma wondering how he can extend the “Shave India Movement” from the urban elite down to consumers at the bottom of the affluence pyramid …
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SKR_case_carRadio

 

 

Navigauge: A Disruptive Innovation to Measure Car Radio Listening

Navigauge, a start-up company that specialises in radio market research, has developed a tool that provides high quality, accurate and location-based radio market research. This pioneering technology …
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SKR_case_shangrila

 

 

The Shangri-La Bosphorus Hotel: Extending the Famed Shangri-La Hospitality to Turkey

The case is set in May 11, 2013, when the Shangri-La Bosphorus Hotel in Istanbul is inaugurated. The Hong Kong-based Shangri-La Hotels and Resorts is …
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SKR_case_indiaSoap

 

 

Mysore Sandals Millennium: The Launch of India’s Most Expensive Soap

Over the past decade or so, Karnataka Soaps and Detergents Ltd (KS&DL) – an Indian public sector enterprise – has observed a significant fall in its signature product’s brand image, …
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SKR_case_unilever

 

 

Unilever Vietnam: A One-Rinse Revolution Towards A Sustainable Future (A)

It is October 2007 and competition in the fast-moving consumer goods space is heating up in the developing markets. Vietnam is no exception and Unilever …
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SKR_case_groupon

 

 

Groupon India: The Great Onion Digital Sale

The case looks at the impact of an innovative digital marketing campaign to bring in new customers and increase brand awareness and recognition. …
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Last updated on 23 Feb 2017 .