Reference No: MAR0421(B)Pages: 6Published 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
Reference No: MAR0242Pages: 11 Published on: 1, January, 1979
Abstract: Describes the market research carried out by the company to estimate demand for stainless seamless tubes. Students are required to evaluate this market research and suggest their own method of doing research. ... More
Reference No: MAR0303(A)Pages: 10Published on: 14, December, 1994
Abstract: The case describes the cooking medium market in India. It provides details of a research study to assess opportunity for a new brand of small pack refined oil and determine the best product concept in terms of consumer acceptance and appeal. Three different phases of research for 1) generating attributes, 2) generating ... More
Reference No: MAR0517 Pages: 22Published on: 9, February, 2021
Abstract: Imam, Director Global-Marketing, TEGA Industries, was reviewing a research report prepared by a reputed US research agency to design the entry strategy in the US for innovative Conveyor Components (CC). The case provides information on the company background, details of the company products, the value proposition of CC in India, ... More
Reference No: MAR0423(B)Pages: 27Published on: 29, March, 2012
Abstract: The case describes the all India consumer survey planned to assess the key issues of nature of emerging competition and of decide targeting, positioning, and product features for a new brand of scooters by two entrepreneurs in 1981. The survey study was to examine buyer behaviour of scooter owners and non-owners. ... More
Reference No: MAR0398Pages: 4Published on: 16, July, 2008
Abstract: The case briefly describes the situation of a leading company and the industry structure in the Small Pack Refined Oil (SPRO) market in Indian. The case describes the process of developing four concepts for assessing the opportunity in the SPRO market. The case can be used to assess the concept ... More
Reference No: MAR0423(C)Pages: 26Published on: 29, March, 2012
Abstract: Two entrepreneurs were grappling with defining the market for introducing their brand of scooters in India in 1981. They had generated options of market definition through preliminary analysis and their own insights based on the data collected through an all India survey study of scooter owners and non- owners. . The study ... More
Reference No: MAR0421(A)Pages: 6Published on: 8, June, 2011
Abstract: The case describes the decision situation of assessing whether to set up production facilities for producing synthetic menthol. The context covers the description of the company, the product : menthol, production process of menthol, international trade, and government environment. The rest of the case describes the decision problems, research problems, information ... More
Reference No: MAR0306Pages: 16Published on: 1, October, 1995
Abstract: The case presents the situation wherein the Marketing Manager of the company has to decide as to which Market Research Agency should be entrusted with the task of carrying out a market research study to enable the organization to formulate their marketing strategy. The case provides the details of the ... More
Reference No: MAR0092(D)Pages: 10Published on: 1, January, 1972
Abstract: The case is an extension of Household Products (India) Limited (C). It describes the events that led to the process of decision making for introducing a new brand of soap: idea generation, concept development, product development and testing, marketing mix development for test marketing and the process of test marketing. ... More
Reference No: MAR0423(A)Pages: 7Published on: 29, March, 2012
Abstract: The case describes the key issues faced by two entrepreneurs as they plan to launch a new two-wheeler in the market in the beginning of liberalization of Indian economy in 1981.. The case provides information about the two-wheeler industry (scooter, mopeds, and motorcycle) on: (i) sales of each of the brands ... More
Reference No: MAR0423(D)Pages: 21Published on: 29, March, 2012
Abstract: The owners of TAL were grappling with the issue of which segment to target by their new brand of scooters. Segments were obtained through cluster analysis on: (i) demographic variables and (ii) importance of attributes in deciding the brand. Discriminant analysis was used to confirm the exclusivity of the segments. ... More
Reference No: MAR0358(C)Pages: 9Published on: 8, November, 2004
Abstract: 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 ... More
Reference No: MAR0336TECPages: 5Published on: 14, March, 2000
Abstract: This case describes logit analysis in an applied framework. It is specifically designed for a session in marketing research and information systems module. The note also compares the use of logistic regression/MNL vis-?-vis discriminant analysis. ... More
Reference No: MAR0013(G)Pages: 8Published on: 1, January, 1964
Abstract: Bright Engineering had been forced to reduce its price by 50% for its major product because of fierce competition from a bigger firm. The management desired to drop this item and was looking for new product lines to utilize its excess production capacity. The case involves assessing the marketing potential for ... More
