Mantra Ayurveda: Scaling Direct-To-Consumer Marketing
商品編號：W25497
出版日期：2022/01/04
再版日期：
商品來源：
商品主題：General Management/Strategy; Marketing
商品類型：Case (Field)
涵蓋議題：performance marketing;scaling up;direct-to-consumer;marketing planning;digital marketing strategy;marketing organization;structure;marketing;strategy
難易度：5 - MBA/Postgraduate
內容長度：14 頁
地域：India
產業：Health Care Services;
事件年度：2021
Mantra Ayurveda (Mantra), established in India in 2020, manufactured and marketed luxury Ayurvedic skin care and hair care products. The brand’s equity in the Indian market was low, its performance marketing efforts were not leading to expected revenue gains, and the revenue from direct-to-consumer (DTC) initiatives had experienced a negligible uptick in financial year (FY) 2020–21. In April 2021, the chief executive officer would have to convince the board and investors about his plans for achieving fourfold revenue growth from the DTC channel in FY 2021–22. He needed to propose a choice that would build the brand for long-term sustenance while delivering on short-term revenue goals, considering key strategic pillars: an international DTC market launch to expand; offline marketing to increase brand awareness; in-house and outsourced performance marketing to optimize digital efforts; and discounts, promotions, and the launch of smaller package sizes to drive trials. Making the right choice could lead to an expanded international brand presence and deeper penetration into the Indian luxury market. However, the wrong choice could mean an early exit of a major investor, leaving the company cash-starved and plunging both the company and the future of his career into uncertainty.
教學手冊：W25498;
補充材料：