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  1. Vardhman Special Steels Limited (VSSL): Growth and Pricing for a Tier 2 Supplier

    Authors: Sahay, Arvind; Tiwari, Tara;

    Reference No: MAR0524 Pages: 18 Published on: 30, December, 2021

    Abstract: Vardhman Special Steels Limited (VSSL), a Ludhiana based Special Steels manufacturer supplied 98% of its steel to automotive sector. It has recently collaborated with Aichi steel, Japan with the aim of improving the quality of their steel, increasing capacity, and reducing cost. However, COVID 19, a global pandemic, hit their plans as ... More

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

    Authors: Kaul, Asha; Vijayalakshmi, Akshaya;

    Reference No: MAR0558(B) Pages: 13 Published on: 30, September, 2025

    Abstract: In April 2022, Prabh Das, managing director and chief executive officer of HPCL–Mittal Energy Limited (HMEL), reviewing a study of the customer survey, was still worried about the go-to-market strategy for the launch of polyethylene and additional volumes and new grades of polypropylene products. Over the last approximately 12 years the ... More

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  3. Pricing Strategies for Branded Consumer Products

    Authors: Vora, M N;

    Reference No: MAR0293TEC Pages: 28 Published on: 1, January, 1987

    Abstract: A field exercise to find out prices charged to consumers forms the basis of this note. An attempt was made by student researchers to conceptualize as to what considerations organizations take into account while fixing their prices and pricing strategies. The reasons for a much larger or smaller spread between ... More

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  4. 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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  5. Royal Challengers Bangalore: Pricing of Tickets at the Stadium

    Authors: Sahay, Arvind; Tiwari, Tara;

    Reference No: MAR0498 Pages: 17 Published on: 5, February, 2019

    Abstract: Royal Challengers Bangalore, an IPL franchise cricket team, was representing Bangalore city in the Indian Premier League (IPL). The team had a huge fan following and a brand valuation of USD 88 million in 2017. RCB made profits worth INR 3.15 crore for the first time in FY 17. Tickets formed a very small ... More

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  6. Tanishq: Pricing, Retail Selling and Inventory Management of Jewellery

    Authors: Sahay, Arvind; Tiwari, Tara;

    Reference No: MAR0518 Pages: 20 Published on: 9, November, 2020

    Abstract: The Indian jewellery market is highly fragmented and ruled over by local players. Many unethical practices exist in the jewellery market, like the under caratage of gold, misrepresentation of quality, etc. Tanishq, part of Tata Group, is known for maintaining high ethical standards and delivering value to its customers through ... More

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  7. Tega Industries (C1)

    Authors: Mohanka, Madan; Jain, Abhinandan K;

    Reference No: MAR0506 Pages: 16 Published on: 2, January, 2020

    Abstract: In September 1977, Madan Mohanka, Managing Director of Tega Industries, a startup organisation, was reviewing the marketing strategy and plan for introducing new improved wear resistant rubber products in India in mining and metal processing industries. The case describes: products, product characteristics, potential market, likely demand, customer behaviour, current and likely ... More

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  8. Maharastra Hybrid Seeds Corporation (MAHYCO): Supply Chain Management

    Authors: Raghuram, G; Rangaraj, N; Periyakaruppan , S; Roy, A;

    Reference No: CMA0810 Pages: 30 Published on: 1, January, 2004

    Abstract: With the competition growing in the seed industry, especially in niche market segments, the sales revenue of MAHYCO was falling over the past couple of years. Supply chain management was viewed as an important source of competitive advantage. Availability, quality and competitive pricing were key customer expectations. To achieve this, ... More

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  9. Developing a Marketing Strategy for AWAG-EKTA

    Authors: Koshy, Abraham;

    Reference No: MAR0308 Pages: 37 Published on: 21, November, 1995

    Abstract: The Ahmedabad Women's Action Group (AWAG) is an organization that aims to raise the image of women in society and protect their right to live with dignity. An income generation unit-AWAG-EKTA was set up with the sole objective of making women financially independent. It produced readymade dresses and faced problems ... More

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  10. Sai Coating: Detonation Spray Gun

    Authors: Sahay, Arvind;

    Reference No: MAR0505 Pages: 6 Published on: 2, May, 2019

    Abstract: Sai Coating, a small entrepreneurial firm, was one of the three firms that had received the license from ARCI for marketing the Detonation Spray Coating (DSC). Sai Coating made and sold the detonation gun (D-Gun) to three sectors, namely: Wire Drawing, Textiles and Aero components. The coating enhanced the life ... More

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  11. Aggois: Last-Mile Financing for Small-Holder Farmers

    Authors: Vemireddy, Vidya; Deb, Shrey; Yadav, Shweta;

    Reference No: CIIE0027 Pages: 17 Published on: 12, October, 2021

    Abstract: The business model adopted by Aggois model aimed at resolving the problem of farmer financing — particularly, the lack of receivables financing, which left them (farmers) with no option but to choose between high rates with delayed payments under MSP or prompt payments at lower rates in private transactions. The product ... More

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  12. Sterlite Technologies Limited (STL): From Cables to Solution Selling

    Authors: Sahay, Arvind; Tiwari, Tara;

    Reference No: MAR0519 Pages: 26 Published on: 23, October, 2020

    Abstract: Sterlite Technologies Limited (STL) is a leading company in developing digital infrastructure. It has recently transitioned to become an end-to-end service provider from a manufacturing-focussed company. It has a 6-7% market share globally; however, it aimed to achieve a 10% global fiber market share by June 2020. COVID 19, a global pandemic, has ... More

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  13. Ashima Attires (A)

    Authors: Banerjee, Bibek; Raghuram, G;

    Reference No: MAR0319(A) Pages: 28 Published on: 30, October, 1998

    Abstract: The case presents a review of the marketing strategy by its Ahmedabad based Ashima Attires (AA) for recently launched ready to stitch (RTS) shirting and trouser fabric brand called Icon. The focus is on the product offer, promotion, pricing, distribution, retailing, and logistics for the success of Icon. The company ... More

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  14. CONCOR: Tea Transportation

    Authors: Raghuram, G; Dhasarathy, Anusha; Monippally, Preeti; Pathak, Rohit; Pillai, Malavika; Rohithari, Rajan;

    Reference No: PSG0082 Pages: 21 Published on: 9, April, 2001

    Abstract: This case looks at how to develop a marketing strategy for CONCOR, for transporting tea from gardens to the processing plants as containerized. cargo by rail. The worldwide trend in product movement is towards containerized. Tea is well suited to containerization, but very little containerization actually takes place, particularly in ... More

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