Latest Case Studies

IBM (International Business Machines Corporation) is a global leader in enterprise technology solutions, positioned as an AI-first and hybrid cloud-first company serving Fortune 500 companies, governments, and multinational corporations. IBM achieved $67.5 billion in revenue in 2025 (8% growth) with its generative AI book of business surpassing $15 billion following Q4 acceleration. IBM's marketing strategy leverages account-based marketing (ABM), thought leadership content, LinkedIn B2B campaigns and AI-powered email marketing through Watson Campaign Automation. To educate decision-makers and drive adoption of watsonx AI platform, Red Hat OpenShift (growing 30%+ annually), and IBM z17 mainframe systems. Before diving into the article, I'd like to inform you that the research and analysis for this piece were conducted by Nandini Kadam, a current student of IIDE's PG Program in Digital Marketing (Batch of May 2025). Her thorough investigation into IBM's enterprise marketing transformation has been exceptional kudos to her outstanding research work.

Britannia Industries is India's leading food brand with over 130 years of legacy, commanding a 37% share of the biscuit market. The brand has evolved from a colonial-era bakery into a diversified FMCG powerhouse spanning biscuits, dairy, bread, and snacks.  With Q2 FY26 revenue reaching ₹4,892 crore and net profit of ₹654 crore INDmoney, Britannia leverages digital marketing, emotional campaigns, celebrity endorsements, extensive rural distribution, and sports partnerships to maintain household dominance across urban and rural India. Before diving into the article, I'd like to inform you that the research and initial analysis for this piece were conducted by Mahek Shah, a current student in IIDE's Online Digital Marketing Course (May 2025 Batch). If you found this helpful, feel free to reach out to Mahek Shah to send a quick note of appreciation for her fantastic research. She'll appreciate the kudos.

Tanishq, the Tata Group’s flagship jewellery brand, has built market leadership through a trust-driven marketing strategy focused on emotional storytelling, cultural relevance, and strong omnichannel retail. With 500+ boutiques across 300+ Indian cities and a growing presence in the UAE, USA, Singapore, and Qatar, the brand has helped organize India’s traditionally fragmented jewellery market. It's marketing Strategy includes digital platforms, traditional media, influencer collaborations and premium showroom experiences, while its positioning highlights certified purity, transparent pricing, and progressive, women-centric narratives. This analysis is based on initial research and framework developed by Khushi Shirsath from the IIDE Post Graduate Programme in Digital Marketing (May 2025). Readers are encouraged to acknowledge and appreciate her contribution.

Lush marketing strategy in 2026 continues to capitalise on its eco-friendly and ethical practices, emphasising sustainability and natural beauty products.  Lush employs a blend of traditional and digital marketing, with a strong emphasis on influencer partnerships and social media engagement. Their campaigns are designed to educate consumers on environmental issues while promoting their handmade cosmetics and cruelty-free products.

Tata Consultancy Services (TCS) has built its marketing strategy around positioning itself as a trusted, long-term partner for enterprise digital transformation rather than just another IT vendor. The brand leverages thought leadership, industry expertise, and AI-driven innovation to strengthen B2B relationships across global markets. TCS's approach focuses on credibility-building through content marketing, LinkedIn engagement (with over 17.4 million followers as of early 2026), strategic sponsorships, and enterprise events. Currently undergoing significant workforce transformation with 582,163 employees, TCS uses its marketing to reinforce values of reliability, ethical practices, and human-centric technology solutions that drive sustainable business growth. This case study is based on research and analysis by Khushi Maratha, a student of IIDE PG in Digital Marketing (May 2025 batch). If you found this article insightful, feel free to reach out to Khushi with your appreciation positive feedback means the world to aspiring marketers like her.

Jollibee marketing strategy has positioned it as the world's fastest-growing Asian fast-food chain, dominating the Philippines with a 30.7% market share and expanding aggressively across North America, Europe, and Asia. With 9,766 stores globally as of December 2024, Jollibee's emotional branding approach through its iconic "Kwentong Jollibee" campaign and cultural storytelling has created unprecedented customer loyalty. The brand's marketing channels focus heavily on digital marketing, social media engagement, emotional video content, influencer partnerships, and localized product innovation, complemented by strategic traditional media campaigns. Jollibee's unique Filipino-inspired menu adaptation combined with data-driven customer segmentation has enabled it to compete effectively against global giants like McDonald's and KFC in both domestic and international markets.