Welcome to season 5 of Lessons in Marketing Excellence, I am Pavni Mittal. I am at the beautiful grounds of one of India's youngest IIMs – the 17-year old IIM Indore is one of India's best B-Schools but what it is really famous for is its flagship two year course that started in the UAE in 2011, making this the first IIM to go global.
The case study from IIM Indore comes from Swiss luxury watch brand Frédérique Constant Geneve. The brand launched in India four years ago and competes with the likes of Rolex and Omega who have been present here for around 20 years.
The strategy has been simple target the affluent yet untapped corporate sector.
The challenge for IIM Indore is to do a SWOT analysis of this strategy, map its current positioning and brand equity and device cost effective marketing strategies for Frédérique Constant.
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