Product details

This case 'Surabhi Packers and Movers Not a penny for promotion' seeks an answer to a fundamental question, 'does one need to spend money on promotion to grow one’s business?' It contrasts the old-school views of the founder Mr Nair, with those of his son Sachin, who wants to apply the new-age digital and social media marketing tools in order to further expand the business. This case also throws light on the peculiarities of the 'Relocation and Moving Industry', especially the contrast between the demands of the two customer segments - individual households and corporate houses. Where the founder owner was able to grow his business only through goodwill and positive word of mouth, when it comes to expansion in international markets and higher revenues, would these suffice? This case will help the instructor in bringing out different methods by which a firm can establish its Points-of-Differences in a highly fragmented and ruthlessly competitive industry. It would also seek to highlight the involvement of technology in an industry which depends on heightened customer satisfaction for its continued success.