The Mini-Cases: 5 Companies, 5 Strategies, 5 Transformations.
Services Marketing ICMR Case Collection provides teachers, corporate trainers, and management professionals with a variety of teaching and reference material. The collection consists of case studies and research reports on a wide range of companies and industries - both Indian and international.Mini Case Studies. Caselets, or short cases, are increasingly used as teaching aids, both in B-Schools and in executive education programs. Being brief and focused on a specific topic, a caselet is a useful supplement to a lecture.Case Study 1. Marketing and Distribution of Mushroom. Sachin and Virag are two enterprising youth. They have passed out from IIM, Bangalore. They thought instead of doing a job, they will launch fresh vegetables in Indian markets.
Services marketing first came to the fore in the 1980’s when the debate started on whether marketing of services was significantly different from that of products so as to be classified as a separate discipline. Prior to this, services were considered just an aid to the production and marketing of goods and hence were not deemed as having separate relevance of their own.A recent study by Motorola Solutions found that 61% of customers surveyed believe they are more knowledgeable than sales associates. Furthermore, customers now find their mobile devices to be more reliable than sales associates. This is disconcerting for the brick and mortar retailer, especially when 72% of customers rely on product experts.
In the case of services marketing these elements are also impo r- tant, but because services are produced and con sumed at the same time, service personnel can.
