The use of the marketing mix is ubiquitous, six decades after it was first proposed. Over time, n... more The use of the marketing mix is ubiquitous, six decades after it was first proposed. Over time, numerous variations, augmentations and alternatives have been proposed across spheres of the marketing domain in various specializations and sub-categories. At its core, its essence is its useful function as a toolkit for the marketer in attracting the target-consumer. The 7Ps MBA marketing mix proposed by Jonathan Ivy in this regard assumes significance within India’s B-school market, arguably one of the largest in the world. This study examines whether the 7Ps alone are sufficient in the Indian context. Data exploration finds that aspects of graduate performance are grossly deficient both in terms of outturn and placement, with indications suggesting a lack of trust among the consumers. This study, therefore, conceptualizes an enhanced marketing mix of 10Ps, with the inclusion of pass-rate, placements and probity as three new Ps. Crucially, it includes the performance criterion which was missing in the original 7Ps MBA marketing mix while adding a new component that is pertinent to developing/emerging markets. The study would be useful as it potentially opens up further exploration into services marketing aspects of the multi-billion-dollar MBA industry in India, as well as throwing light on key drivers for positioning and building brand equity among B-schools.
Learning outcomes The learning outcomes of this case are in understanding core concepts of brand ... more Learning outcomes The learning outcomes of this case are in understanding core concepts of brand management and brand dilution. Assessment of macro-economic risks and proper positioning strategies are the key take-away from this case. The case gives an understanding of how brands are built and positioned, and the pitfalls of poor brand planning and assessment that could lead to brand dilution. The case is useful for highlighting the importance of brand management and the challenges of re-positioning. The discussions would shed light on why it is important to plan and manage spending on marketing for brand building activities, and why brands would suffer when spending is reduced. This case is a teaching case and not a research case. It will help participants assimilate available information in combination with existing academic theories and publications to help develop an accurate assessment and prognosis of the events leading until the point of slicing the case. Case overview/synops...
Learning outcomes Participants will learn to analyze the basis of consumer segmentation in manage... more Learning outcomes Participants will learn to analyze the basis of consumer segmentation in management education. It will specifically highlight the importance of positioning in influencing the marketing strategy of a firm and discuss the importance of a differentiated-low cost strategy to gain competitive advantage. The case will familiarize students with the business environment of rural India, and the applicability of the 4A’s and the 5D’s framework. Finally, the case will help participants understand the difference between a rural market and a Bottom-of-Pyramid (BoP) market. Case overview/synopsis A rural MBA institute for BoP students is grappling with the problem of low admissions, leading to an existential crisis. Two divergent options are presented to the protagonist. The first is to close down the B-school and use the infrastructure and facilities for a well-funded government skill development program which is vocational and intended for creating blue-collar workers. The sec...
Prabhakaran Paleri, Human Investment Management: Raise the Level by Capitalising Human. Singapore... more Prabhakaran Paleri, Human Investment Management: Raise the Level by Capitalising Human. Singapore: Springer Publishing, 2018, 318 pp., Ä129.99.
PurposeThe pervasive impact of the COVID-19 virus on the food services sector in India has create... more PurposeThe pervasive impact of the COVID-19 virus on the food services sector in India has created conditions for fundamentally altering the structure of the industry. This paper offers a nuanced evaluation of the transfiguration of the market, explaining descriptive views supported by numerous secondary data sources.Design/methodology/approachThis is a self-driven study grounded in secondary data. Qualitative and quantitative assessments are assimilated from credible market research reports of multiple agencies in the Indian context, as well as news developments during the pandemic period.FindingsDigitally pivoted platforms such as cloud kitchens and delivery aggregators will eclipse all other formats due to the potential long-term prevalence of the COVID-19 virus. These formats would rise to a dominant position in the Indian food services sector in the coming decade.Research limitations/implicationsThis study is entirely driven by secondary data due to the inherent difficulties of...
Prabhakaran Paleri, Corporate Social Responsibility: Concepts, Cases and Trends (New Delhi: Cenga... more Prabhakaran Paleri, Corporate Social Responsibility: Concepts, Cases and Trends (New Delhi: Cengage Limited, 2020), xx + 443 pp.
PurposeKerala is one of India's most advanced states in human development and other social in... more PurposeKerala is one of India's most advanced states in human development and other social indices. This study aims to look at the management education scenario in Kerala from a macro-perspective and examines the existing trends, major issues and presents challenges facing the sector.Design/methodology/approachThe study is driven by previously unexplored secondary data published by India's apex technical education regulator–All India Council for Technical Education (AICTE). Qualitative and quantitative assessments are assimilated from the organization, dissection and categorization of unit-level data.FindingsBusiness schools (B-schools) in the state are facing acute distress in enrolments. There are intra-regional variations in institution count and occupancy rates. The vast majority of the institutions have no accreditation at all. The entire sector is facing a protracted decline.Research limitations/implicationsThe study has relied primarily on descriptive statistics consi...
The use of the marketing mix is ubiquitous, six decades after it was first proposed. Over time, n... more The use of the marketing mix is ubiquitous, six decades after it was first proposed. Over time, numerous variations, augmentations and alternatives have been proposed across spheres of the marketing domain in various specializations and sub-categories. At its core, its essence is its useful function as a toolkit for the marketer in attracting the target-consumer. The 7Ps MBA marketing mix proposed by Jonathan Ivy in this regard assumes significance within India’s B-school market, arguably one of the largest in the world. This study examines whether the 7Ps alone are sufficient in the Indian context. Data exploration finds that aspects of graduate performance are grossly deficient both in terms of outturn and placement, with indications suggesting a lack of trust among the consumers. This study, therefore, conceptualizes an enhanced marketing mix of 10Ps, with the inclusion of pass-rate, placements and probity as three new Ps. Crucially, it includes the performance criterion which was missing in the original 7Ps MBA marketing mix while adding a new component that is pertinent to developing/emerging markets. The study would be useful as it potentially opens up further exploration into services marketing aspects of the multi-billion-dollar MBA industry in India, as well as throwing light on key drivers for positioning and building brand equity among B-schools.
Learning outcomes The learning outcomes of this case are in understanding core concepts of brand ... more Learning outcomes The learning outcomes of this case are in understanding core concepts of brand management and brand dilution. Assessment of macro-economic risks and proper positioning strategies are the key take-away from this case. The case gives an understanding of how brands are built and positioned, and the pitfalls of poor brand planning and assessment that could lead to brand dilution. The case is useful for highlighting the importance of brand management and the challenges of re-positioning. The discussions would shed light on why it is important to plan and manage spending on marketing for brand building activities, and why brands would suffer when spending is reduced. This case is a teaching case and not a research case. It will help participants assimilate available information in combination with existing academic theories and publications to help develop an accurate assessment and prognosis of the events leading until the point of slicing the case. Case overview/synops...
Learning outcomes Participants will learn to analyze the basis of consumer segmentation in manage... more Learning outcomes Participants will learn to analyze the basis of consumer segmentation in management education. It will specifically highlight the importance of positioning in influencing the marketing strategy of a firm and discuss the importance of a differentiated-low cost strategy to gain competitive advantage. The case will familiarize students with the business environment of rural India, and the applicability of the 4A’s and the 5D’s framework. Finally, the case will help participants understand the difference between a rural market and a Bottom-of-Pyramid (BoP) market. Case overview/synopsis A rural MBA institute for BoP students is grappling with the problem of low admissions, leading to an existential crisis. Two divergent options are presented to the protagonist. The first is to close down the B-school and use the infrastructure and facilities for a well-funded government skill development program which is vocational and intended for creating blue-collar workers. The sec...
Prabhakaran Paleri, Human Investment Management: Raise the Level by Capitalising Human. Singapore... more Prabhakaran Paleri, Human Investment Management: Raise the Level by Capitalising Human. Singapore: Springer Publishing, 2018, 318 pp., Ä129.99.
PurposeThe pervasive impact of the COVID-19 virus on the food services sector in India has create... more PurposeThe pervasive impact of the COVID-19 virus on the food services sector in India has created conditions for fundamentally altering the structure of the industry. This paper offers a nuanced evaluation of the transfiguration of the market, explaining descriptive views supported by numerous secondary data sources.Design/methodology/approachThis is a self-driven study grounded in secondary data. Qualitative and quantitative assessments are assimilated from credible market research reports of multiple agencies in the Indian context, as well as news developments during the pandemic period.FindingsDigitally pivoted platforms such as cloud kitchens and delivery aggregators will eclipse all other formats due to the potential long-term prevalence of the COVID-19 virus. These formats would rise to a dominant position in the Indian food services sector in the coming decade.Research limitations/implicationsThis study is entirely driven by secondary data due to the inherent difficulties of...
Prabhakaran Paleri, Corporate Social Responsibility: Concepts, Cases and Trends (New Delhi: Cenga... more Prabhakaran Paleri, Corporate Social Responsibility: Concepts, Cases and Trends (New Delhi: Cengage Limited, 2020), xx + 443 pp.
PurposeKerala is one of India's most advanced states in human development and other social in... more PurposeKerala is one of India's most advanced states in human development and other social indices. This study aims to look at the management education scenario in Kerala from a macro-perspective and examines the existing trends, major issues and presents challenges facing the sector.Design/methodology/approachThe study is driven by previously unexplored secondary data published by India's apex technical education regulator–All India Council for Technical Education (AICTE). Qualitative and quantitative assessments are assimilated from the organization, dissection and categorization of unit-level data.FindingsBusiness schools (B-schools) in the state are facing acute distress in enrolments. There are intra-regional variations in institution count and occupancy rates. The vast majority of the institutions have no accreditation at all. The entire sector is facing a protracted decline.Research limitations/implicationsThe study has relied primarily on descriptive statistics consi...
Uploads
Papers by Kishore John