Abstract

Candy, the 14-inch colour TV from Mirc Electronics, did not perform well in the Indian market, Although Candy did enjoy initial success when it was launched in May 1999, its monthly national sales declined to 3,500 units by mid 2001, Analysts attributed the decline to wrong product positioning, and poor product differentiation, Analysts also felt Candy did not effectively promote itself to its target market. They were also of the opinion that Candy was priced too highly.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Product positioning and differentiation.

Keywords

Candy, 14-inch, colour TV, Mirc Electronics, Indian market, May 1999, monthly, national sales, declined, 3,500, product positioning, poor product differentiation, target market, priced