VaccineOnWheels: Service Excellence for COVID-19 Vaccinations

Rajeev Kumra, Surajit Ghosh Dastidar

Product #:W27265

Supplier:Ivey/Temple

Discipline:Economics & Public Policy, Marketing

Setting:India, 2021

Details:Case (PDF) • 16 pages • 2022-09-20

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AWARD WINNER - 2021 Fox International Case Writing Competition

VaccineOnWheels (VOW), a social enterprise providing doorstep vaccination to India’s low-income and marginalized communities, was founded in December 2019. After the outbreak of the COVID-19 pandemic and arrival of COVID-19 vaccines, VOW was perfectly positioned to contribute to the government’s immunization drive. In 2021, the company entered into a public-private partnership with some of India’s largest municipal corporations as their on-the-ground COVID-19 vaccination partner, then made forays into the business-to-business and business-to-consumer markets. VOW set out to vaccinate one million people by the end of the fiscal year 2021, but faced with shortages of funds and resources; its founder needed to decide on the target market and business model to allow him to achieve his goal and make the enterprise scalable.

Learning Objectives

This case is appropriate for use in undergraduate- and graduate-level courses on operations management, business ethics, and marketing strategy. The case aims to identify issues particular to COVID-19 vaccination in India, revisiting conventional business models developed for high-income countries and established big players, and recommending a course of strategic action to increase vaccination rates in the Indian context. The goal is to enhance students’ analytical skills, as well as multidisciplinary approach and strategic decision-making skills.

After working through the case and assignment questions, students will be able to

recognize the intricacies of a smaller business, particularly issues around marketing strategy, service marketing, and vaccine hesitancy when serving marginalized and poor populations;
identify a distinctive social marketing strategy; and
identify frugal strategies for start-ups and businesses experiencing issues scaling up.

VaccineOnWheels: Service Excellence for COVID-19 Vaccinations

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Learning Objectives