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> Vijay Sales: The Millennial Conundrum

商品編號: W20922
出版日期: 2020/11/25
作者姓名:
Sinha, Sabyasachi;Thakur, Vinod
商品類別: Other
商品規格: 10p

再版日期:
地域: India
產業: Retail trade
個案年度: 2020 -  

 


商品敘述:

Vijay Sales Ltd., established in 1967, had become one of India''s leading retail chains in consumer electronics and appliances by 2020. The company sold products through 102 exclusive stores in northern, western, and southern India and had developed a loyal customer base across wide geographies, particularly among the 40-plus age group. However, the company faced challenges in attracting a younger demographic, specifically millennial customers. To secure its future, the company needed an effective marketing strategy to position it as millennial customers'' preferred retail brand for consumer electronics and appliances. Sabyasachi Sinha is affiliated with Indian Institute of Management Lucknow. Vinod Thakur is affiliated with Indian Institute of Management Lucknow.


涵蓋領域:

Emerging markets;Growth strategy;Social media


相關資料:

Case Teaching Note, (W20923), 11p, by Sabyasachi Sinha, Vinod Thakur