The Director of National Institute of Tobacco was faced with the decision problem of pricing of mini cigarettes in India with a focus on likely recommendation to government regarding excise duty (For details refer to Bingo Brands A and B). The case describes the research design and the results obtained from a market research (conjoint analysis) study conducted to predict the demand of small cigarettes in sample towns as well as all India. It also provides the results of conjoint analysis for a particular town/city. The case can be used for understanding the output of conjoint analysis and use of simulation for predicting the likely demand.