Of all the entries received for this competition the following were shortlisted based on three broad criteria – quality of analysis, innovative response and feasibility of the solutions. Congratulations to the winners!
Winner: Shashank Kamath, TAPMI
The quality of analysis, innovative response and feasibility of the solution were the best for this entry. The participant was able to clearly explain why nostalgia is an important precursor to brand re-introduction. Parle was motivated to launch Rol-a-Cola after a long gap of 13 years thanks to the requests made from its loyal customer base. The examples given to support the case of Rol-a-Cola are impressive. Using consumer reports, the justification for success in rural markets was made. The justification for pricing and the focus on the distribution network were logical. The long-term strategy suggested for Rol-a-Cola are in line with market realities. For example, that Parle must focus on traditional channels given the fact that e-commerce generates very little in terms of revenues for products such a Rol-a-Cola was a plausible argument. The summary at the end of the analysis reflected clarity of thought and provided a basis for feasibility of implementation.
First Runners-Up: Anwesita Kar and Ankita Dharmadhikari, TAPMI
The participants were able to relate to the management challenge and provided a detailed response to all the three questions. The quality of analysis could not be analysed for this entry. The suggestion given for success in rural markets was very innovative — introducing a ₹1 pack backed by a strong distribution push was realistic both in terms of plan and solution feasibility. The suggestion for having different approaches to rural and urban markets was innovative although concepts like influencer marketing in such product categories remains to be seen. The long-term strategy for Parle was clearly explained but some areas, such as use of social media, do not appear very easy to implement.
Second Runner-Up: Ritika Jha, IIM Shillong
The participant analysed the backdrop in which Parle introduced Rol-a-Cola. Taking the example of how an endorser brand helped reignite the brand association for Rol-a-Cola indicate clarity of thought. The explanation of rural market behaviour was very detailed and gave a clear picture of how companies can succeed if they follow the suggested template. The innovative strategies for success in rural markets are very interesting and feasible from a marketer’s point of view.
Third Runners-Up: Preeti S and Trusha Mehta, M.O.P. Vaishnav College for Women, Chennai
The promotional strategy suggested was innovative and feasible. The pricing strategy justification for urban and rural markets was well-framed but could have been more practical. The long-term strategy for Rol-a-Cola was clearly presented and was realistic.
Fourth Runners-Up: Ankit Saharia and Riya Handique, IIM Ranchi
The logic of leveraging different elements of the marketing mix made interesting reading. The pricing and distribution strategy were practical and feasible for implementation. The promotion mix strategy was well-framed though it may be somewhat difficult to implement considering the product in question.
(The writer is a Professor in the Marketing Area, ICFAI Business School, Hyderabad.)