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Case
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Reference no. 518-0146-1
Subject category: Marketing
Authors:
Teidorlang Lyngdoh (XLRI Xavier School of Management)
Published in:
2018
Version:
17-Nov-2018
Revision date:
03-Sep-2019
Length:
13 pages
Data source:
Field research

Abstract

Joseph Puthenpurakal (Puthen), the director of Don Bosco Museum (DBM), a non-profit organization, was finding it really challenging to attract the young population and thereby stay 'digitally' relevant. On 1st December 2016, Puthen along with his team were thinking about building up a long-term strategy in countering their existing challenges, which directly had an impact on DBM being relevant in the coming years. The changes in the society, culture and consumerist dynamics of the present day demanded DBM to re-evaluate its strategies, policies and plan on how to deliver a holistic experience to the audience. DBM needed a fine blend of technology and archival value, which in essence would hold the rationale of a museum; a blend which would draw both the youth and the old alike and thereby appeal to a wider audience at large.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Topics

Digital marketing; Marketing and innovation

Setting

The events covered by this item took place in 2016.

Geographical setting

Region:
Asia
Country:
India
Locations:
Meghalaya; North East India

Featured company

Company name:
Don Bosco Museum
Employees:
51-200
Type:
Educational
Industry:
Education

Featured protagonist

  • Dr Joseph Puthenpurakal, (Puthen) (male), Director

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