Moser Baer, the Indian Optical Media Giant's Techno-marketing Strategies: Would the FMCG Way Pay Off?


Code : FMB0012

Year :

Industry : Engineering, Electrical and Electronics

Region : India

Teaching Note:Available

Structured Assignment : Available

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Moser Baer: The First Indian Company to Go Global
Moser Baer, established in 1983 as Moser Baer India Limited (MBIL), was a collaboration between Maruzen Corporation, Japan and Moser Baer Sumiswald, Switzerland, to assemble timekeeping machines for watches and clocks of Moser Baer, Switzerland. In 1985, Moser Baer evolved as a total Indian company when its founder, chairman Deepak Puri realised the potential for data storage devices. He purchased all the shares of his Indian unit from the Swiss manufacturer and went public with an Initial Public Offer (IPO) in 1987. Then, the company ventured into data storage manufacturing...

Moser Baer’s Expansion into Indian Movie Industry: The Retailing of DVDs
In themovie industry, the distribution schedule for major releases follows the following pattern. The first window for amovie release is the theatre release.Approximately 6months after the theatre release, the moviemoves to CD/DVD. Nine months later, it moves to Pay-Per-View (PPV)and after 12 months, it moves to subscription cable services such as HBO, etc. Eighteen months later, it is telecast on ad-supported network and cable services. The second release window comprises the home video market sector...

Moser Baer’s Marketing Strategies: The Payoffs
With increasing competition in the home entertainment sector, Moser Baer however, understood that to sustain in this business, besides pricing strategies, the sales and distribution system plays a crucial role in generating revenues. Until it diversified into entertainment business, it did not pay considerable attention to marketing as its optical media business (CDs and DVDs) did not require any substantial marketing efforts. So, Moser Baer which ignored the stage of marketing in selling its products till date adopted Hindustan Unilever-type pan41 -India distribution network aggressively...

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