Marketing strategy Dec 2024

Description

Marketing Strategy

December 2024 Examination

 

 

Q1. You are the marketing director of Axis bank; you have acquired the credit card and consumer banking business of Citibank India. Evaluate the merits of the action in the context of strategy. Is it good strategy or bad? What steps would you take to integrate the two brands? How would you communicate the same to Axis bank as well as the legacy Citibank customers?       (10 Marks)

Ans 1.

Introduction

The acquisition of Citibank India’s credit card and consumer banking business by Axis Bank represents a significant milestone in the Indian banking sector. Citibank’s well-established presence, especially in premium banking and credit card services, has made it a valuable asset. Axis Bank, being one of India’s leading private sector banks, seeks to enhance its market share, customer base, and profitability by acquiring these assets. This action aligns with Axis Bank’s growth strategy, aiming to consolidate its position in the consumer banking segment and leverage Citibank’s brand strength, technology, and customer relationships. However, the integration of two distinct brands poses both strategic opportunities and challenges. Success depends on the bank’s

 

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Q2. CVC partners paid nearly 5000 crores for buying an IPL franchisee. Was this a sound strategic decision? Analyze the revenue potential and return on investment over the next 5 years. What  type of marketing  strategy should  the company adopt  to  get  sustainable revenue?    (10 Marks)

Ans 2.

Introduction

CVC Capital Partners, a leading global private equity firm, made headlines by acquiring an IPL franchise for nearly ₹5,000 crores. The investment has generated significant interest in the sports industry due to the rapid growth and popularity of the Indian Premier League (IPL). IPL franchises have become highly valuable assets, with the league attracting massive viewership, sponsorship deals, and global fan bases. CVC’s acquisition can be seen as a strategic move to tap into the growing sports and entertainment sector in India, which promises substantial revenue potential. However, assessing whether this was a sound strategic decision requires a thorough analysis of the

 

 

Q3. PVR and Inox merged together to create India’s largest multiplex chain. Integrating and creating a singular brand identity is the company’s biggest challenge.

1. a) As marketing director of the firm create a brand integration strategy. (5 Marks)

Ans 3a.

Introduction

The merger of PVR and Inox, India’s leading multiplex chains, has created a powerhouse in the entertainment industry. While the merger offers operational efficiencies, expanded market reach, and improved customer experiences, the biggest challenge is integrating two well-established brands into a singular, cohesive identity. A successful brand integration strategy is essential to create synergy, maintain customer loyalty, and enhance the overall brand value. As the marketing director, it’s critical to ensure that the integration is smooth and resonates with both PVR and Inox custome

 

 

1. b) Create a new brand identity, brand name and communications strategy. (5 Marks)

Ans 3b.

Introduction

The merger of PVR and Inox has created India’s largest multiplex chain, presenting a unique opportunity to establish a new brand identity that represents the strengths of both legacy companies. A fresh brand name, along with a strong and cohesive communication strategy, will help unify the customer base and create a memorable identity in the competitive entertainment industry. This new identity must encapsulate the premium experience of PVR and the accessibility of Inox, while appealing to the evolving expectations of modern cinema-goers in India. The rebranding must also maintain the