Fuse switch is one of the various devices used for circuit breaking for protecting and controlling equipment that generate, transform, transmit and utilize electrical energy. The competition comes from other types of circuit breakers as well as other brands of fuse switches manufactured by some of the wellknown companies. The case focuses on the development and execution of creative strategy for this product having high technology features with corresponding implications for decisionmaking. Another major decision issue is that of the interaction of the company's advertising department with the concerned marketing division.