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Product cover image for Organic Wellness: Influencing Consumer Decisions via Cause Marketing

Organic Wellness: Influencing Consumer Decisions via Cause Marketing

Jitendra Kumar Das; Shilpi Jain; Sriparna Basu; Bishakha Majumdar

Product #:9B19A030
Supplier:Ivey/ISB
Discipline:Entrepreneurship, International Business, Marketing
Setting:India, 2018
Details:Case (PDF) • 16 pages • 2019-07-16

Subjects:

Cause marketingSocial mediaWeb-based technologiesBusiness managementSales and marketingEntrepreneurshipInternational businessMarketing

Industries:

Agriculture sector

Geography:

IndiaAsia
Your Price:$9.71

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Organic Wellness Products Private Limited (Organic Wellness) was founded in 2015 with the aim to create a sustainable venture for organic products that would boost agricultural entrepreneurship and benefit society by generating rural employment and value creation. By May 2018, Organic Wellness’s market had grown considerably, and the company was exporting to 27 countries around the world and had a pan-Indian presence. While its innovative marketing strategy—free of big spending—had worked well for the organization, the founder needed to decide if he would continue with the same style of cause-related marketing, or whether it was time to invest in marketing channels to create better consumer outreach.

Learning Objectives

This case focuses on issues centred on financial sustainability, scalability, and impact maximization in organic farming ventures and their interlinkages. It is recommended for use in a graduate-level course on entrepreneurship and business models; innovative marketing strategy; or social innovation. Students will need a prior understanding of strategic management and marketing concepts. By working through the case and assignment questions, students will have the opportunity to understand the following:
  • The theory of cause-related marketing and the role that emotions play in such marketing campaigns.
  • How applications of the above concepts in marketing strategy can influence people’s decisions and create a win-win situation for all stakeholders.
  • The role, challenges, and opportunities of entrepreneurship in agriculture in an emerging market like India.
  • How a start-up enterprise built its capabilities by organically selling through social media, without a sales force.
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Case Study: Organic Wellness: Influencing Consumer Decisions via Cause Marketing (English version) | Ivey Publishing