In September 1977, Madan Mohanka, Managing Director of Tega Industries, a startup organisation, was reviewing the marketing strategy and plan for introducing new improved wear resistant rubber products in India in mining and metal processing industries. The case describes: products, product characteristics, potential market, likely demand, customer behaviour, current and likely competition, segmentation, targeting, marketing strategy and marketing plan including segment coverage strategy, pricing, promotions, marketing organisation, and the marketing and promotion budget. Participants can be challenged to evaluate objectives, marketing strategy, marketing plan, pricing, promotion, and marketing organisation.