Tasty Bites - Target Marketing in USA

            


Details


Case Code : CLMM032
Publication date : 2005
Subject : Marketing Management
Industry : Food and beverages
Length : 04 Pages
Price : Rs. 100

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Key words:

Tasty Bite Eatables Limited (TBEL), Ready-to-Serve Business, HLL, Ravi Nigam, 4 Cs Strategy, Natural Food Store Chains, Cluster Analysis Study, US Cities, Sweepstakes, In-store Demonstrations, American Consumer, Product Portfolio, Packaging, American Standards of Measurement, Mainstream Supermarkets, Consumer Preferences, SPINS, Ethnic Food Brand

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.


 


Abstract:
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Tasty Bite Eatables Limited (TBEL) is a food services company manufacturing and marketing Ready to Serve (RTS) food products, processing vegetables, and leasing cold storage facilities. The caselet describes the company's performance since its inception till the late 1990's which was not encouraging. It mentions a strategic initiative called '4C approach' undertaken for reviving the company. The caselet discusses the target market segmentation by the company in the highly competitive US market. It analyzes the marketing mix elements used by TBEL to successfully market its ready-to-serve products in the USA.

Issues:

   Segmentation and target marketing
   Marketing ethnic food products in USA
   Global marketing strategy
   Packaging as a marketing mix element

Introduction

Tasty Bite Eatables Limited (TBEL) is a food service business company and its operations include manufacturing and marketing Ready to Serve (RTS) food products, processing vegetables, and leasing cold storage facilities.

The ready-to-serve business is the major source of revenue for the company. Tasty Bite is also the most popular ethnic food brand in USA from where the company gets substantial revenue. TBEL was formed in 1986 by Ravi Ghai and Ravi Kiran Aggarwal. Ghai was also the owner of the Kwality ice-creams, which was a market leader with a market share of over 50%...

Questions for Discussion:

1. Explain how Tasty Bite has selected the target segment? Analyze the pros and cons of Tasty Bite's decision to go for concentrated marketing?

2. In what way did brand name help the company to market its products? How did Tasty bite use brand names to attract customers?

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