WoodBarn India: Trying to Break a Concrete Mindset
(6 pages of text)
WoodBarn India was a construction company specializing in wooden houses and buildings. The company had worked primarily for business-to-business buyers but was fairly successful in earning a good reputation. However, to make profits, WoodBarn needed to tap into the Indian middle-class housing market, which was largely dominated by brick-and-mortar houses. The major challenge was to educate consumers and break the existing mindset that wooden houses were non-durable. Additional challenges related to procurement since the required raw material was not available in the domestic market and obtaining the same increased the final price of the product.
This case is applicable for a marketing management course or courses in marketing communications and business strategy. After discussing the case, students will be able to:
- Apply segmentation techniques to break up a market into homogeneous groups with similar needs.
- Use segmentation techniques with company capabilities to target specific market segments.
- Analyze the role of a positioning strategy and how it can be developed for a new product.
- Design and apply communication strategies, keeping in mind the target audience and right media choice.
- Realize the need for a communication strategy for a new product to break customer mindsets.
- Select a generic strategy based on the market conditions and the resources available to the company.
India, Small, 2013
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