Identifying Consumer Preferences and Market Positioning of a New Product

            
 
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Please note:

This case study was compiled from generalized experience of the authors, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Case Details:

Price:

Case Code : MKTG268 For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Rs. 25 for Shipping & Handling Charges

Themes

Marketing Research / Marketing Strategy / Operations Research
Case Length : 08 Pages
Period : 2011
Pub Date : 2011
Teaching Note : Available(9 Pages)
Organization : -
Industry : Beverages
Countries : India

Abstract:

An entrepreneur, who did not have much experience in the soft drink industry in India, planned to enter the market with a lemon-flavored soft drink. He asked a reputed marketing research firm to help him to effectively position the new soft drink product in the market. SMSS employed the Multidimensional Scaling (MDS) technique for the purpose. Looking at the results, the entrepreneur wondered to what extent the MDS ‘Perception map’ would be helpful to his company RMS in launching the new product in the existing lemon flavored soft drinks industry in India

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Issues:

To discuss and understand Multidimensional Scaling (MDS) technique

To understand the benefits of using Multidimensional Scaling

To understand how Multidimensional Scaling is used for effective market positioning.

To know about the limitations of the study carried out by the Market Research firm.

Contents:

  Page No.
Introduction 1
Soft Drink Industry in India 1
About The Company 2
Dilemma on Positioning New Product 2
Exhibits 4

Keywords:

Multidimensional Scaling (MDS), Marketing Research, Consumer Preferences, Market Positioning, Goodness of Fit, Likert Scale, Dependent Variable, Independent Variables, New Product Launch

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