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39 Bakers: Strategizing for Omnichannel Retail
At the end of March 2023, Gagan Kanwar, the owner of 39 Bakers, a bakery based in Jammu, India, called a meeting with his store managers to discuss expanding the business by moving online. The bakery had multiple outlets in Jammu, but rival bakeries in the area had successfully transitioned to the online space and experienced notable growth. Customers everywhere were clearly embracing online shopping. Kanwar understood that online was the way forward, as it could be used not only for fulfilling his expansion strategy but also for boosting revenue and improving customer relationships. But he also knew that developing digital infrastructure, such as a website, mobile app, and social media presence, and working with online food delivery platforms would require significant investments of time, money, and labour. Expanding through franchises, on the other hand, could be more cost-effective. Was it the right time to go online? Would the online channel strategy help 39 Bakers strengthen its customer base? How could an offline-dominant retail outlet transition from brick to click? -
Jindal Stainless Ltd: Thwarting Counterfeit Products
One of India’s leading stainless steel conglomerates, Jindal Stainless Limited (JSL) specialized in manufacturing flat sheets and coils, specific sections, pipes, and tubes. Abhyudaya Jindal, the managing director of JSL, was recently informed about the growing number of counterfeit products on the market that were adversely impacting JSL’s brand reputation and sales, as well as goodwill towards the company.<br><br>This case explores the challenges faced by Abhyudaya Jindal as he tried to address the issue of counterfeiting in the stainless steel pipes and tubes market. The case discusses various ways a company can battle counterfeit goods and how co-branding can be used as a market strategy. The case also examines how strengthening relationships with channel members can help a brand fight counterfeiting.