Community Based Marketing Strategy Expanding Malayali360
Shapiro, Sidney (Dhillon School of Business, University of Lethbridge); Panvelwala, B (Dhillon School of Business, University of Lethbridge)
Abstract
In October 2024, Moti Lal, a newcomer to Sudbury, Ontario, Canada from Kerala, India faced a dilemma regarding the future of the multi-channel social media platform he developed for the Malayali community, Malayali360 (M360), to connect newcomers interested in gaining information regarding major purchases, financial decisions and cultural adaptation. M360 was launched in 2022 and had grown to over 150,000 members by 2024. Now, after experiencing success with the platform, Lal was prepared to take the next step for M360. Lal wondered whether it was time to expand the M360 model beyond the Malayali community, formalize the M360 model with the local dealership to strengthen governance and operational controls, or broaden the scope to other regions and dealerships? Lal also wondered whether there were other options he should consider for expanding M360?
How to cite
Shapiro, Sidney et al. (2026). Community Based Marketing Strategy Expanding Malayali360. Open Access Teaching Case Journal, 4(1). The Case Centre, reference 214365.