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Maisha: Are Social Media Marketing and Sales Promotion Enough for a Lifestyle Brand to Grow?
內容大綱
Maisha by Esha, a fashion-and-lifestyle brand based in Ahmedabad, India, was founded in 2018 by Esha Shah-Vora; her father, Nayan Shah; and her husband, Neel Vora. The brand’s customer-centric approach was instrumental to Maisha’s growth and a guiding principle as the company aimed to reach ₹1 billion in sales. In 2024, Shah-Vora faced the dilemma of whether to transition from a family-managed set-up to a professionally managed organization to achieve this ambitious goal. Should she expand the product line, which consisted mainly of a variety of tie-and-dye bags? If so, what should the extension strategy and the new brand architecture be? Would Maisha’s successful Instagram be enough to achieve the revenue goal, or should she consider using other promotional tools?
學習目標
The issues discussed in this case will enable students to develop clarity and understanding in the following business areas:<ul><li>Entrepreneurship. Understand the five principles of effectuation.</li><li>Customer relationship. Understand customer expectation and customer satisfaction in a service-based online business.</li><li>Service marketing. Understand service failure and recovery for the service element of a product-based business.</li><li>Integrated marketing communications (IMC). Identify other IMC tools that a start-up like Maisha could apply in addition to the social media and sales promotions it already uses.</li><li>Brand architecture. Develop a prudent brand architecture strategy for a fashion-and-lifestyle brand.</li></ul>