Ivey Publishing
Aquasi Marketing: Building and Managing an Online Brand
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8 pages (5 pages of text)
Product Type:
Case (Field)
In February 2013, the senior marketing manager of Aquasi India (Private) Limited (Aquasi) met with the company’s chief executive officer to consider the challenges faced by Aquasi that had arisen due to globalization after March 1997. India’s competitive environment had completely changed; new technology had swept into the country and workers did not possess the essential skill sets to use the new machinery. Given sharp declines in quality and production output, Aquasi’s sales suffered significantly. The number of competitors increased and began to eat into the company’s market share. In the midst of these problems, Aquasi planned to develop and grow a web-based portal to manage the business in hopes that it would enable the company to move forward and survive in the difficult times ahead. However, the question remained as to how to implement this new online strategy; Aquasi’s marketing and information technology teams were novices with respect to digital media, and would face several challenges.
Learning Objective:
This case is ideal for courses in elementary marketing management and other marketing electives at the MBA and post-graduate levels, such as digital marketing, Internet marketing, and the fundamentals of e-commerce. After completing the case, students will be able to do the following:
  • Understand how to build and develop a brand in an online environment
  • Comprehend different ways of promoting a brand online
  • Design an online user experience
  • Identify various measurement tools and techniques for interactive online marketing communications
Marketing,  Entrepreneurship,  International
Health Care Services
India, Medium, 2014
Intended Audience:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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