TY  - BOOK
AU  - Thomason Rajan
AU  - Jacob Alexander
TI  - Branding Efforts of Snapdeal and the Quest for Profits: a Case Study
PY  - 2019///-03-28
KW  - Branding
KW  -  celebrities in e-commerce campaigns
KW  -  profits from online retail
KW  -  Snapdeal
KW  -  Snapdeal 2.0
KW  -  Struggle for profits
N2  - "Snapdeal the Indian online retail firm, started its journey as a discount coupon service and moved on to the marketplace model after the founders Kunal Bahl and Rohit Bansal made a trip to China. With steady growth in business, the company started focusing on branding and positioned itself on the wide product assortment platform. Using several campaigns and roping in brand ambassadors, including Bollywood actor Aamir Khan, the brand achieved it starget of registered customers, sellers, and delivery points. The case discussed the steps taken by the founders to build the brand and turn it profitable. The nuances stated in the case will help students in marketing to understand the need to balance campaign spends with brand profits and also make them appreciate the multiple challenges that entrepreneurs face while building brands."
ER  -