Academic literature on the topic 'Mudra Communications Pvt. Ltd'

Subject area Marketing. Study level/applicability This case is suitable for MBA/MS courses for students of services marketing; courses such as sustainable development of business and integrated marketing communications. Case overview Cordlife Limited entered the Indian market for cord blood banking in 2006 and by 2011 held third place in market share. However, the management of Cordlife had identified a major problem as a lack of awareness of the potential of cord blood banking among the Indian middle class, and the lack of a proper infrastructure for transportation of biological packages. Cordlife undertook several marketing initiatives to spread awareness. Marketing such a sophisticated service like cord blood banking called for heavy investments. The case provides an opportunity to closely examine various marketing activities in detail and understand how problems associated with intangible services can be managed. In addition to marketing of services the case highlights the existence of several gaps in designing a delivery in a service. The scope of the case can also be extended to the concept of service pricing and also integrated services marketing communications. Expected learning outcomes The case is designed for class discussions and in understanding the following concepts: the service gaps model; service pricing; and integrated service marketing communications. Supplementary materials Teaching notes are available. Consult your librarian for access.