Showing papers on "Qualitative marketing research published in 2021"

Something old, something new: Enabled theory building in qualitative marketing research:

Abstract: “Enabled theorizing” is a common practice in marketing scholarship. Nevertheless, this practice has recently been criticized for constraining the creation of novel theory. To advance this conversat...

Post acquisition brand identity: acquisition of Flipkart group by Walmart Inc.

Abstract: Learning outcomes The learning outcomes are as follows: factors to be considered in devising the best post-acquisition brand identity and outline market research techniques, which can be used to identify the best-suited post-acquisition brand identity strategy. Case overview/synopsis The case study discusses the brand strategy, which Walmart Inc needs to adopt post its acquisition of Flipkart Pvt. Ltd (Flipkart) Group in India. Flipkart had acquired Myntra Designs Pvt. Ltd (Myntra) and Novarris Fashion Trading Private Limited (Jabong), but had kept their brand identity intact; Walmart Inc was faced with the decision on moving ahead with the brand strategy of keeping individual brand identities or merging all of these into a single brand identity. The study aims to provide valuable insights into the decision-making process adopted by Walmart Inc. It includes also the role of cause-related marketing in the positioning of Myntra as a socially responsible brand. The case study opted for an exploratory research design study using the qualitative research method of in-depth interviews. In total, 10 experts in the area of marketing, market research and marketing communication were interviewed. The qualitative data were analyzed using a template approach, which analyzes the text using a codebook or an analysis guide. The analysis guide already has clearly defined themes or categories. As the qualitative interviews progress, these themes get revised. These themes are analyzed qualitatively rather than statistically. The case study suggests to the management of Walmart Inc that they need to merge Myntra and Jabong based on the degree of similarity of consumer demographics, income/social class of buyers, brand identity and buying behavior. Myntra needs to retain as opposed to Jabong, as Myntra is perceived to be a socially responsible brand that creates a purchase disposition in the minds of the consumers. A more extensive quantitative study would offer better generalizability. It was not feasible to conduct a quantitative study due to time constraints. This research would have used advanced brand imagery assessment techniques such as multi-dimensional scaling to suggest if an overlap exists between consumer segments of Myntra and Jabong. The case study provides a decision-making framework to firms and individuals who are part of organizational teams to create a post-acquisition brand strategy in the e-commerce market. The case study fulfills a need for many academicians and practitioners to understand the decision-making process followed in devising a post-acquisition brand strategy in India. Complexity academic level Senior undergraduates; Master of Business Administration; Executive Master of Business Administration. Supplementary materials Teaching Notes are available for educators only. Subject code CSS 8: Marketing.

Project of Marketing Campaign for Fitness Center Box-Fit Gym

Abstract: The master's thesis aims to create a marketing campaign for the fitness center Box-Fit Gym. The thesis consists of theoretical, analytical, and project parts. The theoretical part contains knowledge related to the marketing campaign, marketing of services, and situational analyzes. The acquired theoretical knowledge is further used in the processing of the analytical part. The analytical part is dedicated to introducing the fitness center and analyzing its current marketing strategy, benchmarking, PEST analysis, Porter's five forces model, and SWOT analysis. In addition, quantitative and qualitative marketing research is also performed as part of the analysis. The results of the analytical part serve as the basis for the marketing campaign development, which aims at building the loyalty of existing clients, and also raising awareness of the fitness center and subsequently gaining new clients. The project part includes setting objectives and presenting individual project action plans, which are subsequently subjected to time, cost, and risk analysis.