Dotcom Marketing in 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.

Case Details:

Price:
Case Code : ITSY006 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges

Themes

e-Business
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

Abstract:

The case gives an overview of the various methods of marketing used by the Indian companies during the late 1990s. The case gives a background of the evolution of dotcoms in the country, and the various business models on which they are based. It also discusses in detail, the various media in which dotcoms advertised. The dotcom companies used the traditional media more as Internet was still in its nascent stage in India. Print was the most popular media, followed by the hoardings, billboards and television. Some dotcoms also used novel methods of marketing like innovative campaigns, melas, etc., with huge investments. The case also traces the boom and the collapse of the dotcom companies.

Issues:

»  The factors that contributed to the success of the survivors and whether the huge ad spend by dotcom companies contributed to the survival.

Contents:

  Page No.
Advertising Blitz 1
Evolution of Portals 2
The Dotcom Marketing Mania 2
Marketing or Publicity? 4
Exhibits 6

Keywords:

Methods, marketing, Indian companies, 1990,evolution, dotcoms, country, business models, media, traditional media, Internet, nascent stage, India, Print, popular media, hoardings, billboards, television, novel, innovative campaigns, melas, huge investments.

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