Dotcom Marketing in India

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Case Details:

Case Code : ITSY006
Case Length : 08 Pages
Period : 1990-2001
Pub Date : 2002
Teaching Note : Available
Organization : Equus Advertising, Hungama.com
Industry : Information Technology (Electronic Commerce)
Countries : India

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

Evolution of Portals

In the early days of the Net revolution, there was a rush to get online. Most companies established their presence through corporate websites.

Companies used the Net as a new low-cost channel, with unlimited reach.

Corporate websites used the Net primarily to extend their reach and attract customers to their products.

Customers had more information and more choices than ever before.

As websites grew in number, it became difficult for customers to search for sites of their choice.

The Dotcom Marketing Mania

By the late 1990s, there were hundreds of dotcoms in India each vying for the surfer. There was a difference between the ads of FMCGs and the dotcoms. While FMCGs were branded to 'Come and check my site out first!' And the branding of dotcoms seemed to be difficult as everyone was trying to do the same...

Marketing or Publicity?

Many analysts felt that the dotcom marketing methods lacked originality (Refer Exhibit II for ideas for marketing sites). One of the reasons seemed to be that the dotcoms were always in a hurry. The minimum time of more than a month required to create an ad for an FMCG product seemed to be too long in the fast-changing dotcom industry. Ashish Dhawan, Chryslis Capital, a venture capitalist said, "You can't blame them. Most advertising agencies like most lawyers or investment banks are still learning the dotcom business"...

Exhibits

Exhibit I: Business Models of Portals
Exhibit II: Ideas for Marketing different types of Sites
Exhibit III: Some of the Survivors of the Dotcom Bust

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