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Latest published cases

List of Latest Published Cases

  1. New Product Ideation Techniques: Some Exercises

    Authors: Dholakia, Nikhilesh;

    Reference No: MAR0210EX Pages: 5 Published on: 1, January, 1978

    Abstract: Several newproduct idea generation or improvement techniques are explained with illustrations. The reader is encouraged to develop newproduct ideas using these techniques. The exercise also requires the reader to confront organizational implications of the ideation techniques. ... More

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  2. Richardson Hindustan Limited (R) : Rural Promotion

    Authors: Mohan, Manendra;

    Reference No: MAR0239 Pages: 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

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  3. Northern India Food Company

    Authors: Roy Dholakia, Ruby; Dholakia, Nikhilesh;

    Reference No: MAR0193 Pages: 7 Published on: 1, January, 1978

    Abstract: Market trends and market research indicate possibilities of introducing a new brand of coffee in Northern India. However, it is unclear what product position should be aimed at and what market strategy be adopted. Analysis of market structure, segments, coffee drinking habits, sociopsychological variables affecting coffee drinking, etc. called ... More

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  4. New Product Ideation: Strategies and a System

    Authors: Dholakia, Nikhilesh;

    Reference No: MAR0211TEC Pages: 7 Published on: 1, January, 1978

    Abstract: This note examines the newproduct idea generation process. After analyzing the characteristics of the ideation process, the note discusses the problem of "managing" ideation. Strategies for ideation are discussed and a system proposed for effective control of the ideation process. ... More

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  5. Priya Drinks Limited (A)

    Authors: Dholakia, Nikhilesh; Kulkarni, A R;

    Reference No: MAR0203(A) Pages: 2 Published on: 1, January, 1978

    Abstract: The case focuses on the analysis of the soft drink market by a new company organized in the wake of Coca Cola's exit from India. Issues relating to segmentation, market structuring, positioning and product strategy can be developed from this case. ... More

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  6. Times of India: A Campaign of Matrimonial Advertisements

    Authors: Mehta, S C; Parekh, Jayshree;

    Reference No: MAR0187 Pages: 15 Published on: 1, January, 1978

    Abstract: The case deals with an advertising campaign launched by The Times of India, Bombay, to increase sales of classified matrimonial advertising space. Information on the background and requirements of the advertisers of the matrimonial classified ads, based on content analysis of the ads in The Times of India and other ... More

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  7. Creative Judgement in Advertising

    Authors: Mohan, Manendra;

    Reference No: MAR0221TEC Pages: 4 Published on: 1, January, 1979

    Abstract: The success of an advertisement depends on the judgement at various stages of creating an advertisement apart from the research which may have gone into the development of the campaign. The copywriter, who plays a major role in the creative process, has to evolve an appropriate creative approach based on ... More

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  8. A Case on New Product Introduction: HMT NC Machine

    Authors: Parekh, Jayshree; Khurana, Rakesh;

    Reference No: MAR0245 Pages: 5 Published on: 1, January, 1979

    Abstract: The case describes the new product introduction strategies adapted by HMT for its NC machine. Subsequently, the consumer decisionmaking process was studied. In light of these findings, students are required to evaluate the introductory marketing strategies. ... More

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  9. Advertising: Its Purpose and Function

    Authors: Mohan, Manendra;

    Reference No: MAR0219TEC Pages: 25 Published on: 1, January, 1979

    Abstract: Explains how advertising helps to bridge the communication gap between producers and consumers. Personal selling and advertising are two forms of business communications to which consumers respond. Advertising is done in a nonpersonal manner through intermediaries or media. The function of advertising is to contribute towards the greater availability ... More

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  10. Purchase Proposition

    Authors: Mohan, Manendra;

    Reference No: MAR0217TEC Pages: 5 Published on: 1, January, 1979

    Abstract: The most important job of the advertiser is to decide what he is going to say about his product. He has to promise some special benefit to the consumer, and the selection of the right promise is very important. Consumer behaviour is activated by different motives. An advertiser has to ... More

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  11. Research for Product Positioning for Vanishing Cream

    Authors: Vora, M N;

    Reference No: MAR0234 Pages: 4 Published on: 1, January, 1979

    Abstract: The case deals with the problem of constructing a questionnaire for the product positioning study. ... More

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  12. SPHDC: Discounting for Stock Clearance

    Authors: Balakrishnan, K;

    Reference No: F&A0321 Pages: 4 Published on: 1, January, 1979

    Abstract: Describes a controversy between the marketing manager, who instructs his department to dispose of the accumulated stock of sarees at a price discount of 15%, and the financial advisor, who asserts that the discount would result in a huge loss to the corporation. The controversy provides an opportunity for discussing the ... More

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  13. Copy Writing

    Authors: Mohan, Manendra;

    Reference No: MAR0228TEC Pages: 10 Published on: 1, January, 1979

    Abstract: Advertising copy has a very important role to play in conveying to the consumer what the advertiser wants to convey in an effective manner. To do this, the copywriter has to obtain information about the product, the marketing objectives of the firm, competition and other conditions existing in the market, ... More

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