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, socio psychological variables affecting coffee drinking, etc. called for.
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | MAR0193 |
| Title | Northern India Food Company |
| Pages | 7 |
| Published on | Jan 1, 1978 |
| Year of Event | 1975 |
| Authors | Roy Dholakia, Ruby; Dholakia, Nikhilesh; |
| Area | Marketing (MAR) |
| Discipline | Marketing, Organizational Behaviour, Strategic Management |
| Sector | Manufacturing |
| Country | India |
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