Session 2: Brand Value Creation
Case Study 1
Women entrepreneur manufacturing aloe vera based and organic cosmetics. How should she scale
with given information: 1) 3 years in manufacturing as contract manufacturer 2) Current Turnover
1.5 cr and PAT 18 Lacs
She can scale in following possible ways
1) She should study the other contract manufactures (her competitions) of the
company/companies she is getting contract from. She can think of how she can get more order
from existing companies by making it competitive compared to her competitors.
2) B2B Expansion: If her contract is only with 1 or 2 companies, she can look into increasing her
customer base by approaching other similar companies requiring the similar product subject
to the terms of her contract with existing vendor.
3) B2C Start: She can start her own brand and can directly reach out to customers/consumers
(B2C). She should also use the available online platforms to sell her products.
4) She can increase her product line to attract larger customer base
5) Collaboration with beauty and hair care providers and provide them better solutions at
competitive price
6) She should think of producing the raw material herself if currently she is buying it from other
vendors when she is going for scaling the business.
Case Study 2
Women entrepreneur offering beauty and hair care services. How should she scale a stagnant
business with given information: 1) 5 years, own beauty parlour, 4 employees 2) Current Turnover
45 lacs and PAT 9 Lacs
She can scale in following possible ways
1) She can think of opening more branches of her parlour covering different areas of city
2) If she has already established herself as a brand, she can also think of franchisee model to
scale
3) She can scale up by offering additional high-end services with higher margin (may be through
taking reputed brands franchise) and cheaper services with less margin with scale
4) Should be ready to implement all the advancements coming up in beauty and hair care
services along with training of staff with latest services to customers through which she can
increase the per customer realization through value added services
5) Collaboration with a dermatologist and can provide specialised skin and hair cares services
6) Use of razor-razorblade model if she can apply it somewhere in her services to retain the
customers
7) She can also act as a certified training institution
8) She should take advantage of technology to book the appointment and reduce wait time for
a good customer experience
9) Use of technology for promoting her business
10) She already has a good customer base so she can start some parallel beauty product selling
11) Upgradation of current parlour and services to attract more customers
12) She can start special offer services
13) She can provide home care services
Case Study 3
Women entrepreneur running a bakery and confectionery store. What does she do to turn a lossmaking business into a profit making with given information: 1) single store, 3 years, 6 employees
2) Current Turnover 72 lacs and PAT 4 Lacs (loss) 3) low productivity?
1) As this a seasonal business she should cut the employee cost in off-season. She can go for
hybrid model of employment where she can have a few permanent and a few temporary
employees to serve the need of peak seasons.
2) She can establish herself as a contract manufacturer for some other brands/stores
3) She can start online and offline classes for those who are interested in baking
4) To increase the productivity, she should look into keeping inventory of items that remains
fresh for at least a few months to ensure that the peak labour requirements are optimised
5) Baking half-baked items during off season/time to increase the productivity
6) Increase the product line after exploring the customer demand
7) Listing of her products on online platforms
8) Customized services including home delivery at increased charges
9) Collaboration with food delivery services
10) Corporate collaboration for bulk order and gifting for the same
11) Optimization on raw material purchase to save some money