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Neeman's Case Study

This document outlines a case study for building a stronger marketing penetration plan for a sustainable footwear company in India. It discusses placing sustainability at the core of marketing efforts given its increased importance. It asks how to build deeper consumer intent and awareness of sustainable products in India, where purchasing decisions consider multiple factors. It also asks how to leverage sustainable technologies and build brand value in a crowded market. Additionally, it discusses how to build a community-centric marketing strategy with sustainability at its core by instilling a sense of purpose and community to deepen consumer relationships, build a strong top-of-the-funnel strategy to acquire customers sustainably, and create a thriving community. Teams are to prepare a 10-12 slide PowerPoint solution

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Anky Yadav
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157 views2 pages

Neeman's Case Study

This document outlines a case study for building a stronger marketing penetration plan for a sustainable footwear company in India. It discusses placing sustainability at the core of marketing efforts given its increased importance. It asks how to build deeper consumer intent and awareness of sustainable products in India, where purchasing decisions consider multiple factors. It also asks how to leverage sustainable technologies and build brand value in a crowded market. Additionally, it discusses how to build a community-centric marketing strategy with sustainability at its core by instilling a sense of purpose and community to deepen consumer relationships, build a strong top-of-the-funnel strategy to acquire customers sustainably, and create a thriving community. Teams are to prepare a 10-12 slide PowerPoint solution

Uploaded by

Anky Yadav
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Case Study

Part 1. Building a stronger penetration plan holding Sustainability as a key pillar in a


reluctant market like India.

Sustainability has been highlighted after Covid and has become one of the biggest factors in brands
marketing efforts. As a sustainable footwear focussed company, we continue to place our efforts in
this domain.

Yet, the purchasing decision is still strongly influenced by multiple other factors. What parameters
do we set and how can we build deeper intent and awareness among the Indian consumer to buy
something that is sustainable?

A. How do we build a marketing strategy based on these goals?


B. How do we drive intent towards making a purchase keeping sustainability as the key pillar?
C. How can we leverage sustainable technologies and build brand value in a crowded market
like footwear?

Part 2. How do you build a community centric marketing strategy in a country like India with
Sustainability at the core?

Sustainability is definitely a strong lever as people are slowly transitioning to transparency being one
of the core values they look at, before making a purchasing decision.

i. How do we instil a sense of purpose & community to deepen the consumer x brand
relationship?
ii. How do we build a strong top of the funnel strategy and acquire new customers keeping
sustainability as the key pillar?
iii. How do we build a thriving and active community?

• Problem Definition: Define the problem, customer value & business value.
• Goals: Focus on the requirements, user scenario and how you aim to solve it. Define a clear
time period while devising your strategy.
• Success Metrics: How do we evaluate success for the features planned and the overall
product? Determine key KPI’s and how your strategy would fare against those KPI’s

Overall: How do we build a strong sense of purpose and mix the physical problem of Comfort and
Blend it with the larger mission of Sustainability
Solution Format
✓ Teams are required to prepare a PPT of maximum 10-12 slides for their final solution. The
slide limit includes the cover page and end slide. Additional information can be mentioned in
the Annexure. Files that exceed 20MB in size will be disregarded.

✓ Participants can use the attached template for their presentations.

✓ The case submission will be open till 30th September 2022, 11:59:59 PM. No submissions
will be accepted past the deadline.

✓ Please name your submission file as CollegeName_TeamName (e.g., XLRI_Panthers).

✓ Please explicitly mention all the assumptions (if any) you make to solve the case. You can
incorporate those as part of your submissions for each round.

✓ We encourage you to carry out your own research while working on this case. However,
please ensure all your data points are obtained through authentic and reliable sources and
should be mentioned in your submission.

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