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: MAR0493(B)Pages: 16Published on: 13, October, 2017
Abstract: Case presents the discussion in a meeting at MMT for sharply defining the decision areas, understanding and finalising the webpage options to be tested, criteria to be used for choosing the best option, and the methodology to be adopted for testing the options. The case provides description and discussion on: ( ... More
Reference No: MAR0464Pages: 13Published on: 16, March, 2015
Abstract: Narayana, the head of Market Dynamic’s (MD) Telecom vertical was working on the data analysis plan for the research on the telecom project that they had done for CWP. CWP was a well known consultant and had conducted a research with MD to generate consumer insights in the telecom ... More
Reference No: MAR0463(D)Pages: 12Published on: 30, March, 2015
Abstract: In 2013, ‘Fashion Destination’, a well-established clothing retailer considered setting up a clothing and accessories rental service. They hired a market research agency ‘Wright & Company’ to conduct a research on the sustainability and profitability of such a business model. The consultants collected primary data and did an extensive analysis for Fashion ... More
Reference No: MAR0477(C)Pages: 27Published on: 23, February, 2016
Abstract: Fruitzone India Limited (FIL) is the Indian subsidiary of the multinational company Gypsy Inc., the global leader in the beverages industry. The company has conducting a market research to identify a new flavour of fruit juice that they could launch. The case discusses how the data collected in confirmatory research ... 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: MAR0481(A)Pages: 18Published on: 11, March, 2016
Abstract: Ramesh is the founder of a startup ‘Artistically Yours’. Ramesh wants the company to become a market place which brings together artists who can sketch a portrait and consumers who want to get a portrait sketched. However, Ramesh is not sure about whether consumers would value this offering. Moreover, he ... 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: MAR0488Pages: 15Published on: 19, January, 2017
Abstract: In 2011, Brand Manager, was reviewing the research brief prepared to review the performance of the launch plan of the refined vegetable cooking oil brand freedom of GEF, a new company in Andhra Pradesh. Specific focus was to assess overall performance, brand strength and TVC. The results would help preparation of ... More
Reference No: MAR0463(A)Pages: 7Published on: 30, March, 2015
Abstract: ‘Fashion Destination’ was a prominent one-stop shop of clothing retail in Ahmedabad which has faced business slowdown in the last 5 years. Vishal, who had recently taken over the management wondered, would renting of premium clothing be a good business model to get back to the business. While pondering over the ... 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
Reference No: MAR0352(B)Pages: 18Published on: 1, January, 2003
Abstract: The case describes the market research carried out by TI Cycles for assessing the opportunity available for geared bicycles in India. It presents the background of the company, its marketing function, the new product development process, and the performance till 1996-97. The case provides a detailed plan for market research ... More
Reference No: MAR0348Pages: 49Published on: 12, February, 2002
Abstract: The case of Dainik Jagran is aimed at highlighting the strategies followed by a company that wishes to wrest the leadership from a well-known, established newspaper. It exemplifies the efforts that are required in such an exercise. The case describes the process of identifying the gaps in the market so ... More
Reference No: MAR0538(C)Pages: 10Published 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
