Ivey Publishing
Infibeam Internet Retailing
Product Number:
9B12M094
Publication Date:
03/14/2013
Revised Date:
02/25/2013
Length:
19 pages (10 pages of text)
Product Type:
Case (Field)
Source:
Ivey/ISB
This case focuses on Infibeam, a small, new e-commerce company in India, as an illustration of innovative B2B contractual agreements that enabled it to acquire a significant customer base at a very low cost. However, it must now develop innovative strategies for marketing communication, customer value proposition and a new IT e-commerce rural platform in order to achieve its required growth estimates and raise capital for a new project in cooperation with a state government. Internet retailing is rapidly growing in India, but it does contain challenges: the cost of acquiring customers is high; per person spending amount is smaller; and customers are spread all over the country, often 2,000 kilometres away from supply centres.
Learning Objective:
  • To understand the concept of customer acquisition cost and its implications for customer life time value proposition across India and other countries.
  • To understand the rural IT e-commerce platform and operational supply chain management system.
  • To determine marketing communication objectives and create an advertising plan to meet these objectives.
  • To devise a funding plan.
Issues:
Disciplines:
General Management/Strategy,  International,  Entrepreneurship
Industries:
Retail Trade
Setting:
India, Medium, 2011
Intended Audience:
MBA/Postgraduate
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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