BUKMUK’s Marketing Puzzle - Putting the Pieces Together : A Case Study

Karishma Chaudhary; Pragya Singh; Pallavi

doi:10.17010/ijom/2025/v55/i8/175208

Authors

Karishma Chaudhary Academic Research Fellow Associate (Corresponding Author), Department of Industrial Engineering, School of Engineering, College of Science, Engineering and Technology, University of South Africa - Florida Campus, Florida Park, Roodepoort, 1709, South Africa https://orcid.org/0000-0002-1059-1153
Pragya Singh Assistant Professor, Symbiosis Centre for Management Studies, Plot No. 47 & 48, Sushil Marg, Block A, Sector 62, Noida - 201 301, Uttar Pradesh. Symbiosis International University, Pune https://orcid.org/0000-0002-8114-2785
Pallavi Associate Professor, Army Institute of Management and Technology, Chi II, Greater Noida - 201 310, Uttar Pradesh https://orcid.org/0009-0007-4458-0018

DOI:

https://doi.org/10.17010/ijom/2025/v55/i8/175208

Keywords:

marketing mix, marketing ROI, brand presence, marketing strategy, business model canvas.
Publication Chronology: Paper Submission Date : July 25, 2024 ; Paper sent back for Revision : March 20, 2025 ; Paper Acceptance Date : May 25, 2025 ; Paper Published Online : August 14, 2025

Abstract

Purpose : This case study explored the multifaceted marketing challenges encountered by a nascent entrepreneurial venture operating in a dynamic and resource-constrained environment. By examining the real-life experiences of Ms. Shefali, the founder of BUKMUK, the case aimed to facilitate critical thinking around strategic decision-making in marketing. The study aimed to provide learners with a practical context to apply core marketing concepts and frameworks, illuminating the nuanced dilemmas faced by early-stage entrepreneurs in aligning business vision with market realities.

Methodology : The case study employed a qualitative, exploratory methodology grounded in primary and secondary data collection. Primary data was obtained through a series of in-depth, semi-structured interviews conducted with the protagonist, Ms. Shefali. In addition to original data, secondary sources like company websites, social media platforms, and other publicly accessible documents were also examined. Theoretical frameworks associated with customer segmentation, marketing strategy, and entrepreneurial marketing were utilized to guide the analysis and the creation of the related teaching note. This combined methodology guarantees that the case offers a comprehensive, evidence-based perspective on the marketing issues.

Practical Implications : This case study offered actionable insights for early-stage entrepreneurs, marketing professionals, and educators by illustrating how marketing theory can be pragmatically applied to real-world business challenges.

Originality : This case study was original in both its content and methodological approach. It was based on first-hand, primary data collected through a series of exclusive interviews with the protagonist, Ms. Shefali, the founder of BUKMUK.