Air Deccan: The First Low Cost Airline in India

Study and analyze the structure of the Indian civil aviation industry

The case describes the entry and expansion strategies of Air Deccan, the first low cost airlines in India. It discusses in detail the low cost business model of Air Deccan, its target market and the efforts made by the company to promote its services. Finally, the case highlights the challenges facing Air Deccan and examines whether the company’s business model would be successful in India or not. The case includes a detailed note on the Indian civil aviation industry covering the profile of major players, India’s civil aviation policy and the statutory requirements to be fulfilled by a company to enter and operate in the industry.                                                      

Issues:

1. Study and analyze the structure of the Indian civil aviation industry

2. Develop an understanding on the operations of low cost carriers in India

3. Examine the viability of low cost business model in the Indian aviation industry

4. Understand the target market and the promotional strategy of a low cost airline in India and draw a comparison with that of full service airline

5. Study the challenges that a low-cost airline company might face in the Indian context

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Air Canada: From One Crisis to Another

Understand the Canadian airline industry and the role played by the erstwhile state-owned monopoly

This case examines the problems faced by Canada’s leading airline company, Air Canada, during the 1990s that led to its filing for bankruptcy protection in 2003. It details the company’s growth from its inception as a government owned entity in 1937 to becoming the 10th largest airline in the world by the 1990s. The case takes a look at the circumstances that led to Air Canada’s merger with archrival Canadian Airlines International. It also covers the problems that cropped up after the merger and the remedial measures adopted. The case moves on to examine the various problems faced by Air Canada during the early 21st century, which forced it to seek creditor protection. Finally, it discusses the company’s future prospects in light of its restructuring plan and the uncertainties that plague the Canadian and global airline industries.

Issues:

» Understand the Canadian airline industry and the role played by the erstwhile state-owned monopoly player, Air Canada

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AIG’s e-business Risk Insurance Solutions

Study the types of risks faced by Internet dependent corporate

Since the late 1990s, the Internet has been widely used as a channel for communication and e-commerce by individuals and businesses. The use of Internet involves several cyber risks such as hacking, systems getting infected by viruses and worms, identity and credit card frauds and breach of network security. These cyber risks were not covered by regular insurance policies. The US-based AIG, a leading insurance and financial services provider in the world, launched AIG e-business Risk Solutions (AIG eBRS) in 2000 exclusively to address these cyber risks. The case explains how AIG eBRS made the e-insurance policies flexible and brought down their costs through technological alliances, thus facilitating even small and medium size companies to avail such insurance. It describes the product portfolio and the strategies of AIG eBRS, which enabled it to emerge as the largest provider of e-business risk insurance worldwide with over 70 per cent market share.

Issues:

» Understand the need and importance of e-business insurance

» Study the types of risks faced by Internet dependent corporate

» Examine the differences between traditional and e-business insurance

» Analyze the key features of AIG’s e-business insurance policies

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Advertising Research Helps Amul Challenge Kwality Walls

Advertising research can help a company design an effective advertising campaign

The caselet discusses the ‘Flavor of the Month’ advertising campaign carried out by Gujarat Cooperative Milk Marketing Federation (GCMMF), for its ice cream brand Amul Ice-creams. The campaign was aimed at increasing ice-cream consumption of its brand by focusing on the take-away segment. The caselet describes advertising research initiatives undertaken by the company to improve sales volumes. The caselet also examines the market surveys conducted by the company and the results of the surveys in detail. 

Issues:

  » Ice-cream market in India
» Advertising research and its importance
» Promoting Ice-cream brands in India

Introduction

Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), a dairy products company established in 1946, is a market leader in various dairy product categories including baby food, dairy whiteners, cheese, and butter. The company entered the 100 million liter per annum ice-cream business in 1997 with the Amul brand of ice-creams and has made steady gains to become a leading brand in the ice-cream segment within a short span of time.                                                             

HLL’s Kwality Walls was the undisputed market leader in this segment till Amul Ice-creams began to give it a tough fight after its launch. Kwality Walls emerged as a mother brand after HLL acquired Kwality, Dollops and Milkfood and merged with its own brand — Walls. Amul has been steadily increasing its market share over the years. 

Questions for Discussion:

1. Advertising research can help a company design an effective advertising campaign. Why did GCMMF ask FCB-Ulka to undertake a survey? How far has advertising research helped in designing the ‘Flavor of the month’ ad campaign?

2. 
   There is a marked increase in the popularity of the ‘eating out’ concept and impulse buying among Indian consumers. In light of this, to what extent is GCMMF right in focusing its communications on the ‘take-away’ segment and launching variants like the mega-bite almond cone (the largest volume cone in the country)?

Adbusters Media Foundation – The Global Network of Social Activists

 Discuss your views on Adbusters Media Foundation as a consumer action group. 

 Canada-based Adbusters Media Foundation (Adbusters) founded by Kalle Lasn (Lasn) had the objective of redirecting the existing media culture of commercialization, to one which fosters awareness about one’s ecology and surroundings, and thereby encourages customers to stop excessive consumption. The caselet examines the methods Adbusters used for this purpose like culture jamming and anti-ads known as un-commercials in television or subvertisements in the print media.

Issues:

» The negative effects of over-consumption

» Adbusters Media Foundation as a consumer action group

» The impact created by advertisements

The Canada-based Adbusters Media Foundation (Adbusters) founded by Kalle Lasn (Lasn) was “a global network of artists, activists, writers, pranksters, students, educators and entrepreneurs who want to advance the new social activist movement of the information age.” Adbusters had a very ambitious objective – ‘to topple the power structures and forge a major shift in the way we will live in the 21st century.’ The prime focus areas of Adbusters were over-consumption and the menace created by advertisements…

Questions for Discussion:

1. Discuss your views on Adbusters Media Foundation as a consumer action group. 

2. Advertisements have often been criticized for their adverse influence on the purchasing behavior of consumers. Discuss the major activities initiated by Adbusters to create awareness about the negative influence of advertisements on the purchase behavior of consumers.

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AAJ TAK’s News Channel’s Success Story

Strategies adopted by a news channel to differentiate itself in a cluttered market

Aaj Tak, a 24 hours Hindi news channel in India, was launched in December 2000. Since then, the channel has maintained its lead in viewership in the news segment. The case explores the reasons for the success of Aaj Tak. It examines the background of the channel and the circumstances that led to its launch. The case also draws a comparison between Aaj Tak and its competitors such as Zee News, Sahara Samay National, NDTV India (Hindi), Star News, and DD News. It also takes a look at the news channels market in India and at the future outlook of Aaj Tak.      

Issues:

» Strategies adopted by a news channel to differentiate itself in a cluttered market

» Role of programming for success in crowded market

» Role of branding for success in a cluttered news channel market

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A Note on the US Airline Industry

To analyze the different factors that determine the structure of the industry

The US airline industry traces its roots to 1903, when the Wright Brothers accomplished the first successful flight. In over a century of evolution, the industry has undergone a number of changes. The case discusses the major events that occurred in the US airline industry over the years, such as deregulation, the Gulf War and September 11 attacks, and their effects on the dynamics of the industry. The structure of the industry is determined by analyzing its key strategic dimensions. The case also discusses the key challenges faced by the industry and concludes with an examination of consolidation as an option for the future.                                                          

Issues:

» To understand the evolution of the US airline industry and the different stages in its lifecycle

» To analyze the different factors that determine the structure of the industry

» To study the growth of low cost airlines in the industry and analyze the reasons for their increasing market share

» To examine the chief challenges faced by the companies operating in the industry and how these challenges may be met

» To analyze the outlook for the industry and to discuss consolidation as an option for the future

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A Note on Mobile CRM

Customer Relationship Management (CRM) is fast emerging as a critical part of an enterprise’s competitive strategy. Over the years, CRM has transformed itself from being a mere web-based contact management and information tool, into a customer-oriented solution that enhances customer experience and automates processes.

There has been a rapid change in the CRM industry with the emergence of the mobile phone and the Internet as new tools with which to communicate, share, and use information. Over time, CRM solutions have evolved to become more advanced, thus enabling better information flow between different divisions and leading to increased customer value and satisfaction.   

The CRM Industry is expected to grow consistently in the coming years with analysts expecting the industry to be worth US$ 43.3 billion by the year 2009. The increase in the complexity of business processes, the increase in product range, the diverse distribution channels, and the increasing worldwide customer base have all contributed to the need for advanced CRM solutions from which organizations can benefit. 

In addition to assessing the CRM Industry in terms of its growth and the parameters affecting them, this report focuses on the concept of Mobile CRM. Mobile CRM is an extension of the traditional CRM wherein a mobile remote access or wireless component application has been incorporated into the standard CRM system.

A Note on Mobile CRM
Implementing Mobile CRM offers faster and more accurate information flow to and among the sales force of an organization. Mobile CRM itself offers a competitive advantage to organizations that want to differentiate themselves from their competitors. The emergence of enhanced applications and new service model offerings from vendors along with an increase in the accessibility of high-speed wireless technology and mobile devices is prompting organizations to put mobility in the forefront of their CRM initiatives. This report also covers the benefits that Mobile CRM offers to organizations, the factors contributing to its growth, and some likely challenges to it.

A Note on Investment Strategies Involving Options

The note discusses some of the basic definitions often used in option contracts. It covers in detail the various investment strategies involving options. The objective of this note is to make the reader understand better the potential of options as an investment tool and how an options strategy can be designed to take advantage of certain market conditions.       

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A Note on Investment Strategies

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A Note on Financial Ratio Analysis

This technical note explains in detail the analysis of financial statements of a company. It provides insights into two widely usedfinancial tools, ratio analysis and common size statements analysis. The objective of this note is to help the reader understand how these tools should be used to analyze the financial position of a firm. To demonstrate the process of financial analysis, Hindustan Lever Limited‘s (HLL’s) balance sheet and income statements are analyzed in this note.        

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A Note on Financial Ratio Analysis

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