Start-Up Marketing Strategies

11 Real-Life Cases of Indian Start-Ups Analyse real-life marketing challenges faced by start-ups from across the marketing mix of product, price, place and promotion. Eleven original case studies discuss the experiences of successful Indian entrepreneurs across a wide variety of sectors, including health tech, fintech, media and entertainment, and fast-moving consumer goods (FMCG). Each case investigates the dilemmas faced by start-ups on issues in their marketing mix and presents guidance on practical ways to resolve them through fine-tuning the marketing strategy. A special focus is placed on the views and actions of the start-up founder(s) or CEO dealing with the dilemma, to highlight their innovative solutions. The book is a highly informative guide for entrepreneurs, marketing scholars and practitioners who wish to explore the marketing challenges that new companies face and find new ways to overcome them. M. Anil Ramesh is the Director at Siva Sivani Institute of Management, India. He has 30 years of experience working for prestigious organisations in India and abroad. Riya Grover is an Associate Professor at the Symbiosis Centre for Management Studies, Noida, Constituent of Symbiosis International (Deemed University), India. Sabyasachi Dasgupta is an Assistant Professor of Marketing and Management at O. P. Jindal Global University.