The Marketing manager of A-One was faced with the task of developing a marketing plan for Gluco-One for the next and subsequent years based on the information provided in the case. A-One Starch Products Limited, established in the 1930s, was a leading manufacturer of starch and its derivatives in India. It was a leader in the industry for its technology and product quality. Gluco-One, the liquid glucose brand of A-One, accounted for 18 to 20 per cent of the company's sales. Liquid glucose was a highly competitive product because of excess production capacity in the industry. It was a bulky product and because of this, competition was on a regional basis. The case provides information on the demand and supply of liquid glucose in different zones of India. It describes the market for the company's products, the marketing set-up, cost structure and contribution. The experiences of four customers, two in the pharma and two in the confectionery segments are provided. These could be used to understand and assess the value of the supply of liquid glucose to individual customers as well as the value of the customers to the company. The case can be used to understand value to customer in consumer behaviour module of a required marketing course and B to B marketing course. It can also be used in executive training programmes for marketing managers of B to B companies.