The m-wallet apps market in India is an evolving industry. M-wallet app companies could use the consumer insights from this study to design suitable strategies to retain existing users and attract new customers. Earlier studies in m-wallet app adoption in India have been restricted to GPRS services only. This study is unique in extending use of the UTAUT model theoretical framework to understand the factors influencing customers using the evolved 4G technology in India. The research hypothesis, based on the extended UTAUT model, was empirically tested using structural equation modeling. There was a significant improvement in the overall explanatory power of the extended UTAUT model over the original UTAUT.
Research methodology
The case is written based on general experience.
Case overview/synopsis
Zealvita is a challenger brand to NutriMalt in the white malted food drink (MFD) category. It has a product formula that compares favorably on taste and equally on nutrition. However, Zealvita is not able to translate the power product formula to a winning market formula. Drawing on its legacy and strong adoption route, NutriMalt built a dominant 88% market share in the White MFD category. The market rule of “disproportionate market share for the leading brand” applies with inexorable force in MFD. Smarting at the low market share, Zealvita is in search of a marketing strategy to create churn. Rajiv Product Manager of Zealvita believes that consumer sales promotion of a higher order and at a higher frequency than what is normal can tilt the scales. From Zealvita’s perspective is there a strategic advantage in operating consumer promotion? Is it safe to assume that NutriMalt will not retaliate with consumer promotion? Can consumer sales promotion be sustained at planned frequency? What is the logic in a continuous consumer promotion program?
Complexity academic level
This case can be used at the post-graduate level in the Marketing Strategy course or in a course that has a sales promotion management or competition management segment. This case is also appropriate for use in executive education programs.
Supplementary materials
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