Infibeam Internet Retailing
(10 pages of text)
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.
- 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.
India, Medium, 2011
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