Eastern Mindfulness: Designing the Social Media Marketing Strategy

Name: Eastern Mindfulness: Designing the Social Media Marketing Strategy (English version)
SKU: W34770

Raunak Gupta

Product #:W34770

Supplier:Ivey

Discipline:Entrepreneurship, Marketing

Setting:India, 2020

Details:Case (PDF) • 6 pages • 2024-01-30

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This case follows the situation arising from the unprecedented circumstances of COVID-19, which forced the Eastern Mindfulness company to transition the business from physical to virtual interactions. Mr. Alok Taunk had successfully started Eastern Mindfulness, which offered interactive and engaging seminars, online courses, and mobile applications (MindFeed) that addressed holistic wellness, performance, and self-development. However, because of the unprecedented circumstances of COVID-19, Mr. Taunk had to cancel all his bookings and return to the clients any advances.

Learning Objectives

This case can be used in entrepreneurial ,marketing, digital marketing, and small business management courses at the undergraduate and postgraduate level. After working through the case and assignment questions, students will be able to do the following:

Understand the challenges of a service-based business.
Understand the importance of making critical decisions in the challenging times of a business.
Understand the importance of redefining marketing strategy in expanding or restructuring a business.
Understand the process of selecting appropriate social media platforms and running advertisements on them for successful marketing campaigns.

Eastern Mindfulness: Designing the Social Media Marketing Strategy

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Learning Objectives