The Vanca: Reworking Digital Marketing Strategy
商品編號：9B17A011
出版日期：2017/03/13
再版日期：2017/03/13
商品來源：Ivey
商品主題：Entrepreneurship; International Business; Marketing
商品類型：Case (Field)
涵蓋議題：digital marketing;online traffic building;digital strategy;online apparel retail
難易度：5 - MBA/Postgraduate
內容長度：16 頁
地域：India
產業：Other Services;
事件年度：2016
Since its inception in 2011, The Vanca, an Indian e-commerce brand selling women’s Western apparel, had come a long way. After overcoming initial problems typical of many entrepreneurial start-ups, The Vanca made significant progress in terms of sales. However, its brand-building activities had not been very successful. Having concentrated entirely on online digital marketing, the company did not see the expected results. The digital space offered many opportunities, but it was replete with cases of promising companies facing failure. In addition to the dynamic nature of the online retail space, there were new government regulations in India as of March 2016, which restricted online retailers in many ways, in an attempt to bring order to the previously unregulated industry. Accordingly, in May 2016, The Vanca hired a specific digital marketing manager with the goal of reworking the brand’s digital strategy. The company's management knew that multiple marketing issues needed to be addressed in order for The Vanca to achieve success.
教學手冊：8B17A011;
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