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Who VR: Creating an Immersive Technology–Based Brand
內容大綱
In January 2023, Ajit Padmanabh, founder of Who VR (virtual reality), and his team worked tirelessly on product, price, distribution, and promotion to create an overall marketing strategy for Who VR, a virtual and augmented reality brand. Who VR offered content focused on Indian history, arts, and culture through multi-sensory immersive experiences. The company created a buzz in the marketplace by winning a few large and impactful projects, and its initial success was remarkable. Its presence in various industrial exhibitions had attracted widespread attention. And its Bengaluru office was inundated with inquiry calls. But Padmanabh knew that the initial momentum had to continue for long-term success. With each day, pressure was building among the team to release deliverables.
學習目標
The case is suitable for undergraduate, graduate, and executive courses on marketing management, brand management, digital marketing, and marketing strategy. After working through the case and assignment questions, students will be able to do the following: <ul><li>Understand how a business is established from scratch and the factors that can impact a business.</li><li>Understand an overview of the metaverse using advanced technologies such as AR and VR and its application in the “HeriTech” industry, a term coined by Padmanabh.</li><li>Develop a plan for tactical decisions. </li><li>Develop an understanding of how to create a strong corporate brand, build intense customer loyalty, and increase online customer brand engagement.</li></ul>