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  1. Airtel: Pricing in an Era of Cannibalization and Transition to Data

    Authors: Sahay, Arvind; Tiwari, Tara;

    Reference No: MAR0496 Pages: 21 Published on: 5, October, 2018

    Abstract: Bharti Airtel, the Indian global Telecommunications Company, witnessed one of its most challenging phases ever. Being the market leader, Airtel experienced a shift from voice to data with its data revenue proliferating. But the new entrant Jio changed the landscape of the Indian Telecom Industry by offering free services and ... More

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  2. Fruitzone India Limited (B): Designing the Research Questionnaire

    Authors: Tripathi, Sanjeev;

    Reference No: MAR0477(B) Pages: 4 Published on: 23, February, 2016

    Abstract: Fruitzone India Limited is the Indian subsidiary of the multinational company Gypsy Inc., the global leader in the beverages industry. The company is conducting a market research to identify a new flavour of fruit juice that they could launch. The case discusses how Fruitzone India Limited conducts an exploratory research ... More

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  3. Edelweiss (B): Building the Brand in the Retail Space

    Authors: Sharma, Nivedita; Sahay, Arvind;

    Reference No: MAR0416(B) Pages: 21 Published on: 21, September, 2010

    Abstract: The objective of the case is to evaluate and develop suitable market research to enhance understanding of customer perception of a firm; construct the brand idea from the market research; evaluate the success of advertising in increasing brand recall, attitude, relationship building and customer acquisition in a retail financial services ... More

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  4. Introducing a New Candy: Development of a Marketing Plan by the DS Group (A)

    Authors: Verma, Sanjay;

    Reference No: MAR0538(A) Pages: 19 Published on: 12, August, 2024

    Abstract: The DS Group was a well-established name in the Indian food and confectionery industry; its offerings in mouth fresheners, confectionery, dairy products and spices were already popular in the market. With an ability to deliver premium-quality innovative products and set trends, the group established itself as a multi-diversified conglomerate that ... More

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  5. Rupeek Fintech: Monitizing Gold, the Smart Way

    Authors: Sahay, Arvind; Joshi, Varuna M; Chainani, Renisha; Nambiath, Sudeesh;

    Reference No: MAR0522 Pages: 31 Published on: 2, August, 2022

    Abstract: The case highlights the journey of a digital gold loan start-up which offers low interest rates, doorstep service, speedy documentation, locker and quick gold withdrawal features to customers looking for a gold loan. This enables the customers to eliminate the fear of social stigma associated with gold loans and complete ... More

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  6. Introducing a New Candy: Development of a Marketing Plan by the DS Group (B)

    Authors: Verma, Sanjay;

    Reference No: MAR0538(B) Pages: 6 Published on: 12, August, 2024

    Abstract: The DS Group was a well-established name in the Indian food and confectionery industry; its offerings in mouth fresheners, confectionery, dairy products and spices were already popular in the market. With an ability to deliver premium-quality innovative products and set trends, the group established itself as a multi-diversified conglomerate that ... More

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  7. Entering a competitive B2B market: HMEL's Go-to-Market Strategy - Part A

    Authors: Kaul, Asha; Vijayalakshmi, Akshaya;

    Reference No: MAR0558(A) Pages: 18 Published on: 30, September, 2025

    Abstract: In 2021, Prabh Das, managing director and chief executive officer of HPCL–Mittal Energy Limited (HMEL), post a discussion with the Board, decided to foray into the market with polyethylene and newer grades of polyethylene. Was the decision of HMEL right, wondered Das. His concern stemmed from the fact that the ... More

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  8. Introducing a New Candy: Development of a Marketing Plan by the DS Group (C)

    Authors: Verma, Sanjay;

    Reference No: MAR0538(C) Pages: 10 Published on: 12, August, 2024

    Abstract: The DS Group was a well-established name in the Indian food and confectionery industry; its offerings in mouth fresheners, confectionery, dairy products and spices were already popular in the market. With an ability to deliver premium-quality innovative products and set trends, the group established itself as a multi-diversified conglomerate that ... More

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  9. Chemical Products Limited (B) - Research Design

    Authors: Jain, Abhinandan K;

    Reference No: MAR0421(B) Pages: 6 Published on: 8, June, 2011

    Abstract: The case describes briefly the problem definition stage and details of the research plan for collecting information to address the question: "whether to set up a plant for manufacturing synthetic menthol through the process invented by the R&D Division of Chemical Products Limited?". The plan includes a description of ... More

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  10. A Truck is not a Cookie: Matching Supply with Demand at Mahindra Truck and Bus Division

    Authors: Roy, Debjit;

    Reference No: PROD0326 Pages: 18 Published on: 28, November, 2020

    Abstract: Mahindra Trucks and Buses forayed into India's commercial vehicles sector in 2005. However, they had to battle numerous supply chain challenges associated with introducing a new product (a new truck brand) in the market and to gain a noticeable foothold in the market. In this case, we attempt to align customer ... More

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  11. Cinestar Soaps (Private) Limited

    Authors: Balakrishnan, K;

    Reference No: F&A0306 Pages: 2 Published on: 1, January, 1977

    Abstract: Presents a problem in sales variance analysis. Total sales variance can be analyzed into price, quantity, and mix variances. Raises a special problem concerning quantity variance when the sales department sells more than what is produced. The variances can be worked out in three different units?revenue, profit, and contribution. ... More

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  12. Madhya Bharat Cooperative Rice Mill **

    Authors: George, P S;

    Reference No: CMA0250 Pages: 5 Published on: 6, February, 1973

    Abstract: This case is designed to show the interrelationship between procurement, milling and storage place required. The rice mill can keep an inventory of paddy or rice. The mill also has the option of buying paddy from the market at prevailing rates or buy at an earlier period when the prices ... More

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  13. Contactless Patient Monitoring: Har Bed Dozee Bed

    Authors: Kapoor, Anuj; Pingali, Viswanath; Kant, Vishnu;

    Reference No: ECO0368 Pages: 9 Published on: 31, December, 2024

    Abstract: This case explores Dozee—an artificial intelligence (AI)-powered, Internet of Things (IoT)-enabled system for remote patient monitoring. Dozee is the flagship product of Turtle Shell Technologies, co-founded by Mudit Dandawat and Gaurav Parchani. The product enables contactless tracking of vital health parameters such as heart rate and blood ... More

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  14. Fugumobile: Breaking New Grounds in China

    Authors: Singh, Kunwar Milind; Trivedi, Shekhar; Jaiswal, Anand Kumar;

    Reference No: MAR0535 Pages: 21 Published on: 13, April, 2023

    Abstract: In 2007, Ranjit Singh and Ravi Shankar Bose founded Fugumobile, a digital marketing firm, in Shanghai, China’s financial hub. Fugumobile served a wide range of clients, including multinational companies (MNCs) and domestic Chinese businesses, by providing various digital marketing services such as e-commerce, customer relationship management (CRM), digital transformation, digital ... More

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  15. Western India Pharmaceutical Company (A)

    Authors: Vora, M N;

    Reference No: MAR0015(A) Pages: 5 Published on: 1, January, 1964

    Abstract: Deals with the pricing strategy of a new product by a small manufacturer in an industry dominated by giant multinationals. The case examines how a small unit can enter and expand into the market. The issues related to relative role of price and non-price competition, use of brand names, expectations ... More

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