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Product cover image for Maisha: Are Social Media Marketing and Sales Promotion Enough for a Lifestyle Brand to Grow?

Maisha: Are Social Media Marketing and Sales Promotion Enough for a Lifestyle Brand to Grow?

Bharat Damani, Khyati Jagani

Product #:W38923
Supplier:Ivey
Discipline:Entrepreneurship, Marketing
Setting:India
Details:Case (PDF) • 11 pages • 2024-11-22

Subjects:

Social mediaSales promotionsWeb-based technologiesSalesSales and marketingEntrepreneurshipMarketing

Industries:

Goods, trade, and consumer services

Geography:

AsiaIndia
Your Price:$10.54

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Maisha by Esha, a fashion-and-lifestyle brand based in Ahmedabad, India, was founded in 2018 by Esha Shah-Vora; her father, Nayan Shah; and her husband, Neel Vora. The brand’s customer-centric approach was instrumental to Maisha’s growth and a guiding principle as the company aimed to reach ₹1 billion in sales. In 2024, Shah-Vora faced the dilemma of whether to transition from a family-managed set-up to a professionally managed organization to achieve this ambitious goal. Should she expand the product line, which consisted mainly of a variety of tie-and-dye bags? If so, what should the extension strategy and the new brand architecture be? Would Maisha’s successful Instagram be enough to achieve the revenue goal, or should she consider using other promotional tools?

Learning Objectives

The issues discussed in this case will enable students to develop clarity and understanding in the following business areas:
  • Entrepreneurship. Understand the five principles of effectuation.
  • Customer relationship. Understand customer expectation and customer satisfaction in a service-based online business.
  • Service marketing. Understand service failure and recovery for the service element of a product-based business.
  • Integrated marketing communications (IMC). Identify other IMC tools that a start-up like Maisha could apply in addition to the social media and sales promotions it already uses.
  • Brand architecture. Develop a prudent brand architecture strategy for a fashion-and-lifestyle brand.
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Case Study: Maisha: Are Social Media Marketing and Sales Promotion Enough for a Lifestyle Brand to Grow? (English version) | Ivey Publishing