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FirstCry.com: Fighting to Lead the Giant Online Baby Care Products Market

Case 9 10 2016 005
Case published in the International Journal of Case Studies in Management, Vol. 14, No. 3
Languages : 
  • English
  • Strategic management,
  • Entrepreurship,
  • Brand management,
  • E-commerce,
  • Marketing management
Year of production : 
Registration date : 
Teaching notes included : 

Powered by 27 million births a year and a growing middle to upper class, India’s baby care e-tailing sector is expected to grow to US $500 million by 2017. FirstCry, established in December 2010 with seed capital of Rs. 25 million (about US $548,000), has gradually emerged as Asia’s largest online shopping portal for products for children and expectant mothers with an inventory of more than 90,000 items from over 1,200 top international and Indian brands. Aiming to create a seamless experience focused on constant innovation, improvement, and added value, FirstCry faces challenges related to logistics, payment gateways, and intense competition to gain new customers in this lucrative market. In the tumultuous online baby care products market, which has seen several major businesses close their doors or be acquired by others, how will FirstCry maintain its lead and grow its business in the next few years?

Primary domain : 
Secondary domain : 
Management  - Strategy
Sectors : 
  • Consumer goods
Source : 
Type : 
Traditional case (Decision-making case)
Type of data used in the production of the case : 
Factual data that is public and free of potentially litigious content
Event location : 
Year of start of the event : 
Year the event ended : 
Business size : 
Small- and medium-sized
Main themes covered
  • Marketing
  • Brand management
  • Strategy
Teaching objectives

Primary objectives:

  • To illustrate factors influencing the marketing strategies of e-commerce companies
  • To demonstrate how an e-commerce company can manage its brands and strategically advance to becoming a global brand

Secondary objective:

  • To encourage students to prepare a business plan for their own e-commerce venture
Concepts and theories related to the case
  • Marketing (7P, Target Market Selection)
  • Brand Management (Brand Positioning, Brand Identity, Brand Platform, Customer-based Brand Equity, Brand DNA)
  • Strategy (SWOT, PESTLE, Porter's Five Force Model)