個案總覽

This case discusses the launch of a marketing campaign titled "The Barbershop Girls of India" created by Gillette India, a Procter and Gamble company (P&G). Gillette India had been highlighting social issues for many years. Their "Gillette soldier for women" campaign, launched in 2013, is just one example. But this time, they took addressing social issues up a notch by addressing gender stereotypes in Indian society through their "The Barbershop Girls of India" campaign. The case outlines the company's prior efforts in social media platforms leading to the launch of the "The Barbershop Girls of India." The case encourages students to analyze how companies choose social issues to address through their marketing communication campaigns, as well as how marketing communications may be integrated with corporate goals and brand identity. The case concludes with questions about the future of the Gillette India brand, and what type of marketing efforts it should follow in the future.

Exhibits for case TB0658.

This case presents an example of the challenges faced by a firm when a new technological option is available. The case is set in the real estate industry in a developing nation (India). The case considers the perspective of Ravindra Pai, Managing Director of Century Real Estate. Ravindra Pai has to choose, for a part of a new project, between two technologies of building construction: the existing and proven conventional reinforced cement concrete (RCC) method of construction and the new and unproven pre-fabricated construction technology for an upcoming residential project in Bangalore (IT city of India). The case explores the benefits and consequences of choosing either technology and presents an example to understand the challenges faced by firms while deciding whether to invest in a new technology.