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Help Us Green: Challenges in Scaling an Upcycled Flowers Business
Help Us Green LLC (HUG), based in Kanpur, India, manufactured incense sticks from floral waste discarded from religious places like temples. Throughout its early stages as it attempted to establish a niche in the domestic market, amidst the challenges of scaling in a price-sensitive environment with limited awareness of sustainable practices, HUG had remained steadfast in its focus on the domestic market. The co-founder was now considering whether to prioritize scaling operations in the domestic market or focusing on export markets where the customer had greater purchasing power and awareness about sustainable products. In the international market, the company would have to analyze the competition and embark on an internationalization strategy to enter hand-picked international markets. With India among the top exporters of incense sticks in the international market, HUG would have to carve out a niche for its environment-friendly products through careful labelling, branding, and certification. It had to evaluate an internationalization strategy and consider the trade-offs between profitability and sustainability. -
Amul: Engaging Chefs as Influencers
In early 2020, during the COVID-19 pandemic and subsequent lockdown periods, the marketing director of Anand Milk Union Limited (Amul) was in a virtual meeting with his marketing manager. The two men were discussing plans for a marketing campaign for the hotel, restaurant, and cafes (HoReCa) market segment to be run during the pandemic. The campaign was expected to target and engage the key stakeholders (or influencers) of the HoReCa segment—the chefs in the food service industry. Before the pandemic, Amul engaged with chefs mainly through personal relationships, based on individual in-person meetings. However, in context of the adversity caused by the outbreak of the COVID-19 pandemic, in-person meetings were no longer feasible. The challenge for Amul was to build a scalable and executable marketing campaign that would engage chefs, the market’s key influencers.