Reference No: MAR0214TECPages: 3Published on: 1, January, 1976
Abstract: This note is a part of the series, "Techniques for Marketing Decisions." It describes an approach to quoting the most appropriate price in a competitive bidding situation. ... More
Reference No: MAR0145TECPages: 8Published on: 1, January, 1976
Abstract: This note, based on a lecture by the marketing manager of IPCL, describes the product mix and customer mix of IPCL. The strategic thinking with regard to different product groups is briefly described. Implications for organizational design are discussed. ... More
Reference No: MAR0148TECPages: 5 Published on: 1, January, 1976
Abstract: This note is part of the "Techniques for Marketing Decisions" series. It describes a simple technique for breaking down the main product benefit into several associated benefits. The "benefit tree" so generated can be used for market segmentation, product differentiation, promotional strategy, etc. ... More
Reference No: MAR0059Pages: 15Published on: 1, January, 1967
Abstract: The case involves discussion of issues regarding two topics in marketing research problem formulation and evaluation of a research proposal. Issues regarding how to translate management's concerns into researchable propositions are highlighted. The case deals with issues of expanding the company owned retail shop network for distributing its textile products. ... More
Reference No: MAR0004Pages: 6Published on: 1, January, 1964
Abstract: The case deals with issues relating to the impact of sales tax on marketing practices. Because of differential sales tax rates among the states, the company distributors from one state started selling goods to retailers and sub dealers of other states even though the company had demarcated the areas. This ... More
Reference No: OB0203Pages: 7Published on: 30, June, 2008
Abstract: This case is based on the experience of a multinational-multi-location company during its attempt to implement a customer relationship management (CRM) software. An off the shelf software named Superoffice was chosen and tailored to the needs of Mover Incorporated. A project team was formed to oversee the design, training, and ... More
Reference No: MAR0197(B)Pages: 9 Published on: 1, January, 1977
Abstract: The case raises issues concerning organization of the marketing function. It describes the evolution of the marketing organization, and discusses the experience with recent organizational arrangements. A novel form of organization, involving parallel organizations for new products and established products, adopted by the company is discussed. ... More
Reference No: MAR0325(A)Pages: 21Published on: 27, September, 1999
Abstract: RPG Enterprises, one of the top five business houses of India, decided in 1996 to enter organized food retailing by opening a chain of supermarket grocery stores under the name "FoodWorld" in Chennai, Bangalore and Hyderabad, the three major cities in south India. This case describes the background and rationale of ... More
Reference No: CMA0523Pages: 32Published on: 1, January, 1980
Abstract: Shilpi, a research organization, conducted a study of the handloom development programme in the country. A review of the literature, including survey of a representative group of weavers, weaver cooperatives, and master weavers, was made to identify the problems of the weavers, the objectives and contents of the programme and ... More
Reference No: MAR0150TECPages: 3Published on: 1, January, 1976
Abstract: This note is a part of the "Techniques for Marketing Decisions"(Ref No) series. It describes a method of retail site selection based on the gravitational mode. A simple self- administered exercise is also provided. ... More
Reference No: MAR0285(E)Pages: 8Published on: 1, January, 1966
Abstract: The case is centred around identification of relevant information for studying the prescription behaviour of doctors in order to help the company evolve an appropriate marketing mix. It is used to depict the issues that arise in the problem definition stage of research studies. ... More
Reference No: MAR0149TECPages: 3 Published on: 1, January, 1976
Abstract: This note is a part of the "Techniques for Marketing Decisions" series. It describes how Markov analysis can help in predicting long run market shares based on elementary brand switching data. A short, self administered exercise is included. ... More
Reference No: MAR0091(B)Pages: 15Published on: 1, January, 1976
Abstract: Describes the marketing strategy of a medium sized textile mill. The management's attitude towards advertising and consumer information systems is highlighted, and details about the role of the channel are provided. Decisions to be taken, relate to evaluating the promotion and distribution policies of the company in light of its ... More
Reference No: MAR0239Pages: 7 Published on: 1, January, 1978
Abstract: Richardson Hindustan Limited is a pharmaceutical company whose advertising expenditure has been increasing along with increasing sales. This case illustrates the scope for expansion of marketing in the rural areas arising from the vast market potential which is consistently developing in these areas. The type of advertising plan required for ... More
