000			01501nam a2200241Ia 4500
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100			_aThomason Rajan _918
520			_a"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."
650			_aBranding _919
654			_a celebrities in e-commerce campaigns
654			_a profits from online retail
654			_a Snapdeal
654			_a Snapdeal 2.0
654			_a Struggle for profits
654			_aBranding
773			_tINDIAN JOURNAL OF MARKETING
942			_cAR
245			_aBranding Efforts of Snapdeal and the Quest for Profits: a Case Study
260			_c2019-03-28
300			_a11
440			_p3 _v49 _920
700			_aJacob Alexander _921
999			_c35801 _d35801