Faculty – Case Studies – SSN Institutions

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Author(s)	Dr. Srinivas Gumparthi,Prof B.Asokumar and Abhirami.A
Title	Firm valuation – to sell or not to sell
Learning objectives	Understand and analyse cash flow statements relevance in valuation. Apply various valuation models and arrive at the fair value of the firm. Appreciate the importance of valuation models in negotiations in mergers and acquisitions.
Summary	This deals with a start-up business owned by a creative designer; which is an important player in fashion industry brands, designs and creative work. The issue is whether or not to proceed with a business plan to be a brand on his / her own or else allow his /her business to be taken over by the bigger brand companies. The novelty in the case is developing the process of valuation of a start-up, adopting the right model and developing a wide range of firm values with rational backing of the concept. A range of firm values will help the small player at the time of merger or acquisition for bargaining better value.

Author(s)	Dr. Sudarsan Jayasingh.,
Title	Rebrand Fair & Lovely: Calling it fair was never so unfair. ICRC, AIMA. (Review Process).
Learning objectives	To familiarize the students to the process of rebranding exercises To enable students appreciate the effect of social issues on branding strategies
Summary	Fair & Lovely advertisements aired on the television in different countries have attracted criticism on the basis of promoting racism. Recently, Hindustan Unilever Limited (HUL) changed the name of its bestselling women’s Fair & Lovely products as Glow & Lovely and men’s line was rebranded as ‘Glow & Handsome’. This case study covers the marketing strategies adopted by HUL for promoting F & L and various challenges the brand faced over years and changes they have adopted. This case study was used in a Strategic Brand Management course.

Author(s)	Dr. Sudarsan Jayasingh.,
Title	Epigamia: From Greek Yogurt to Plant-based Yogurt.
Learning objectives	To understand the challenges in launching a new brand in Indian Market. To understand the mind-set of consumers and ways to make them accept a new product.
Summary	This case study is about the recent launch of Epigamia plant-based yogurt made with coconuts by Drums Food International Pvt. Ltd. The market for Greek yogurt, lactose-free curd and plant-based yogurt was nascent in India. Epigamia was entering the value-added dairy products category by projecting Greek yogurt as a healthier everyday snack and lactose-free curd as a solution to digestive problems related to lactose intolerance. This case study covers brand launch of Epigamia and challenges they faced. This case study was used in a Strategic Brand Management course.

Author(s)	Dr. Sudarsan Jayasingh.,
Title	VIP Industries – identity crisis
Learning objectives	To understand the brand architecture strategies. To understand the reason for slump in VIP industries sales and provide recommendations to improve their market share.
Summary	This case study is about the challenges the VIP Industries faced from Samsonite. The company started losing its market share especially in premium end of the market. This case study covers various steps taken by VIP industries to arrest the fall in their market share. This case study was used in a Strategic Brand Management course.

Author(s)	Dr. Sudarsan Jayasingh.,
Title	Lenskart – Online eyewear retailer.
Learning objectives	To understand the use of Information Technology / Information Systems to support business model. To understand how IT creates competitive advantage.
Summary	This mini case study was used in a Business Information Systems course. This case study is about the launch of Lenskart, online eyewear retailer. This case covers the business model of Lenskart which allows customers to test the company’s glasses via an online-order, try-it-at-home and purchase. Lenskart relies heavily on a discounting strategy to lure its customers, and to maintain this you need a strong upsell program.

Author(s)	Prof Natarajan R
Title	Quality in ABC Solutions Pvt Ltd
Learning objectives	To understand the application of TQM concepts in IT delivery. To understand and create the mindset of how to analyze the defects using TQM tools with a view to improving the quality in a practical situation.
Summary	This case study is about ABC Solutions Pvt. Ltd operating in a highly competitive Industry in US. It covers the challenges they face in quality and therefore useful in TQM course offered for students specialising in Operations stream in 3rd semester.

Author(s)	Prof B Asokumar
Title	Purchase processes at AAI
Learning objectives	To appreciate the purchase process in a government entity
Summary	Concord Automation is involved in material handling and packaging automation activities. Airport Authority of India (AAI) requires material handling systems. The case describes the purchase processes at AAI. For Business Marketing activities, the students learn the nuances involved in it.

Author(s)	Prof B Asokumar and Dr.T.Girija
Title	HTL’s expansion into rural markets
Learning objectives	Market expansion Rural markets
Summary	HTL has strong presence in urban consumer market. As a part of geographical market expansion, HTL wishes to market tea in rural markets of India. Students understand the rural buyer behaviour and the impact of it in developing the marketing strategy with rural focus.

Author(s)	Prof B Asokumar
Title	Tendering process of TNMSC
Learning objectives	Exposure to Government purchases and tendering process.
Summary	Rajapalayam Medi Text (RMT) manufactures cotton bandage cloth for surgical / health care purpose, as one of the products sold to pharmacists, hospitals and health care centers managed by private sector and the Government in the state of Tamilnadu. For the requirements of health care centers/ hospitals, a centralized organization, Tamil Nadu Medical Services Corporation Ltd., (TNMSC) does the procurement.

Author(s)	Prof B Asokumar
Title	Time Pass
Learning objectives	Dilemmas in supply chain and scaling up operations
Summary	The case is about a branded food product with ethnic preferences and describes the all the processes in the value chain. Value creation/ additions in the supply chain and the managerial interventions required are to be understood. Students gain exposure to the issues involved in supply chain, scaling up operations and managerial dilemma involved.

Author(s)	Dr.Hariharanath K
Title	Optimprocess Solutions Ltd: Integration of Technology & Marketing
Learning objectives	Technology management, market strategy for technology products
Summary	The case explains the challenges of a product development company with its marketing function. It underlines the significance of managing the market strategy along with the product strategy.

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