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Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Online from: 2011

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Punascha: marketing strategies of a Bengali publisher

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Title:Punascha: marketing strategies of a Bengali publisher
Author(s):Subhadip Roy (Assistant Professor at IBS Hyderabad, IFHE University, Hyderabad, India), Sunny Bose (Research Scholar at ICFAI University, Dehradun, India)
Citation:Subhadip Roy, Sunny Bose, "Punascha: marketing strategies of a Bengali publisher", Emerald Emerald Emerging Markets Case Studies, (2011)
Keywords:4Ps, Book marketing, Case study, India, Marketing strategy, Punascha
Article type:Case study
DOI:10.1108/20450621111186174 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Acknowledgements:Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality.

Title – Punascha: marketing strategies of a Bengali publisher.

Subject area – Marketing, Marketing environment, Marketing strategy.

Study level/applicability – Post Graduate (MBA), Executive Education Program.

Case overview – The present case study deals with the marketing strategies of Punascha (meaning re-beginning), a publisher of Bengali non-textbooks based in Kolkata, India. This case is suitable for teaching in Marketing Management course in a Post Graduate Program in Business Management. It could also be taken up for an executive program in marketing strategy. The case study is a live case study, which was based on in-depth interviews with the company people and company site visit. The case study discusses how Punascha started from a humble beginning in 1988 and became one of the leading publishers of Bengali books in India. The key focus of the case is on how a company can use marketing tools effectively (and uniquely) and become successful.

Expected learning outcomesUnderstanding the basics of 4Ps of marketing and how they are used in synchronisation with each other to achieve the marketing objectives. Understanding the role of marketing environment in marketing strategy. Realizing the need of a new product development strategy. Assessing the need of non-traditional modes of marketing communications and its role in product promotion.

Supplementary materials – Teaching notes.

Icon: Teaching notes.

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