Product details

The case focuses on the promotional strategy for Bravo, software designed for facility management and manpower provider companies. EDPSoft, an IT company in Kolkata, dealt with software such as Bravo, Accord, Midas, and Edifice. The case revolves around the email campaign designing process and how an intern, Taniya, dealt with the problems of designing an appropriate email campaign based on different situations. The previous promotional campaign was not up to the mark. In 2017, the company did well and flourished in its operations but from 2018 to 2020, the company was unable to understand the customer requirements and therefore had low sales. The case discusses the problems faced in understanding consumer behavior and accordingly designing the email campaigns. With all the information provided regarding the previous design and the modifications required in the email campaign, Taniya was required to make improvements and strategically send the emails in order to convert the target audience into customers.