Latest published cases

Authors: Parekh, Jayshree; Khurana, Rakesh;

Reference No: MAR0207(A) Pages: 13 Published on: 1, January, 1979

Abstract: The case concerns the positioning of a new micro computer. The problem is where to position the new computer in the existing range of computers. ... More

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Authors: Mohan, Manendra;

Reference No: MAR0249TEC Pages: 16 Published on: 1, January, 1979

Abstract: This note explains the different approaches to the measurement of effectiveness of advertising. Effectiveness can be measured through pre-testing, as well as post-testing, depending on the requirements. Certain important conditions necessary for estimating the effect of advertising on sales are also given. ... More

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Authors: Parekh, Jayshree; Khurana, Rakesh;

Reference No: MAR0207(B) Pages: 8 Published on: 1, January, 1979

Abstract: The case deals with the positions taken by various microcomputer-manufacturing companies that came into the market after Tez Computers Limited. In light of the positions taken by competitors, should the company change its position, or should it maintain the same old position? ... More

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Authors: Mohan, Manendra;

Reference No: MAR0218TEC Pages: 5 Published on: 1, January, 1979

Abstract: Deals with the various important aspects that should be taken into account in formulating an advertising plan, and also the approach for developing it. The advertising plan describes the product its physical characteristics as well as its uses. The advertiser has to develop a "unique selling proposition" which induces the ... More

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Authors: Mohan, Manendra;

Reference No: MAR0236TEC Pages: 8 Published on: 1, January, 1979

Abstract: This note deals with an analysis of the concept of advertising appropriation. The main consideration and various approaches for determining the size of the advertising budget and its allocation are outlined. ... More

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Authors: Ramamurthy, B; Govindarajan, V;

Reference No: F&A0332 Pages: 6 Published on: 1, January, 1979

Abstract: Details a practical, reallife problem in transfer pricing. An existing system is detailed and all problems associated with the same are raised. ... More

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Authors: Mohan, Manendra;

Reference No: MAR0215(C) Pages: 11 Published on: 1, January, 1979

Abstract: The case presents a typical situation in consumer durables marketing, highly competitive market, and extremly price conscious consumers. Product differentiation is not particularly evident. The Divisional Manager of Gujarat Industrial Distributors, who has a great deal of autonomy in developing the market strategy for the region for which he is ... More

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Authors: Mohan, Manendra;

Reference No: MAR0229 Pages: 16 Published on: 1, January, 1979

Abstract: Pond's (India) Limited is a public limited company manufacturing and marketing toiletries and cosmetics and competes in the skin preparations segment of this market with its wellknown products. This case discusses the development of Pond's Dreamflower Talc campaigns in detail. It also gives a summary of the advertisements of ... More

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Authors: Mohan, Manendra;

Reference No: MAR0220TEC Pages: 11 Published on: 1, January, 1980

Abstract: There is a set of ingredients that have to be blended in order to accomplish marketing objectives. Advertising is one of the several forces contributing to awareness, comprehension, conviction and action. Other factors will vary, depending on whether it is a consumer or industrial product. Advertising decisions have to be ... More

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Authors: Jaikumar, V;

Reference No: F&A0350 Pages: 2 Published on: 1, January, 1981

Abstract: The case deals with the problem of deciding which product is to be produced and which department is to operate in order to minimize cost. Although no probabilities are introduced, the full solution requires working out relationships of output quantities with input quantities and input prices. ... More

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Authors: Mohan, Manendra;

Reference No: MAR0274 Pages: 13 Published on: 1, January, 1982

Abstract: The case gives the details of the business outlook and the proposed strategy for a newly set up company, Electronic Controls Corporation. The company had been founded by six technocrats and underwent rapid growth within a fiveyear period. ECC was one of a group of three companies and was ... More

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Authors: Joag, S G; Mehta, S C;

Reference No: BP0144(E) Pages: 30 Published on: 1, January, 1983

Abstract: Traces the evolution of the marketing function in Voltas, and outlines the current marketing organization. The Case explores the implications of the million dollar question faced by the management: What did it mean to have the diverse marketing activities under one umbrella--Voltas? ... More

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Authors: Raghuram, K; Tripathy, Arabinda;

Reference No: QM0186TEC Pages: 6 Published on: 1, January, 1983

Abstract: This is a general note on purchasing, dealing with the role of purchasing, different types of purchasing, and different stages in purchasing. The aim of the note is to introduce the purchasing function to students. ... More

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