Our US office is closed for Independence Day on 4 and 5 July 2022.

Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Subject category: Marketing
Authors: A Mukund; V Sarvani
Published by: IBS Center for Management Research
Published in: 2002

Abstract

The case discusses the marketing initiatives undertaken by leading Indian Internet Services Provider (ISP), Satyam Infoway (Sify), to promote iWay, the first ever nationwide branded chain of cyber cafes (Internet browsing centres) in India. The case describes Sify''s business model for running iWay centres and the companies marketing activities for promoting them. The case also explains the differences between the unorganised and organised sectors of the cyber cafe market in India. The case is designed to help students to: (1) understand the evolution of the Internet browsing industry (consisting of ISPs as well as the cyber cafe market) in India and its unique characteristics; (2) determine the various issues involved in the introductory, growth and subsequent phases of market growth; (3) analyse the various business models a company can adopt to set up cyber cafes including value addition and differentiation through branding and marketing; (4) study Sify''s advertising and promotional tactics for iWay centres that helped it establish itself as the market leader and the company''s future in light of the increasing competition; and (5) analyse the industry structure and examine the rivalry between players in the organised and unorganised sector. The case is aimed at MBA/PGDBA students, and is intended to be a part of the marketing curriculum.
Location:
Industry:
Size:
Medium
Other setting(s):
Late 1990s to 2002

About

Abstract

The case discusses the marketing initiatives undertaken by leading Indian Internet Services Provider (ISP), Satyam Infoway (Sify), to promote iWay, the first ever nationwide branded chain of cyber cafes (Internet browsing centres) in India. The case describes Sify''s business model for running iWay centres and the companies marketing activities for promoting them. The case also explains the differences between the unorganised and organised sectors of the cyber cafe market in India. The case is designed to help students to: (1) understand the evolution of the Internet browsing industry (consisting of ISPs as well as the cyber cafe market) in India and its unique characteristics; (2) determine the various issues involved in the introductory, growth and subsequent phases of market growth; (3) analyse the various business models a company can adopt to set up cyber cafes including value addition and differentiation through branding and marketing; (4) study Sify''s advertising and promotional tactics for iWay centres that helped it establish itself as the market leader and the company''s future in light of the increasing competition; and (5) analyse the industry structure and examine the rivalry between players in the organised and unorganised sector. The case is aimed at MBA/PGDBA students, and is intended to be a part of the marketing curriculum.

Settings

Location:
Industry:
Size:
Medium
Other setting(s):
Late 1990s to 2002

Related