Identifying Consumer Preferences and Market Positioning of a New Product

            
 
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Case Details:

Case Code : MKTG268
Case Length : 08 Pages
Period : 2011
Pub Date : 2011
Teaching Note : Available
Organization : -
Industry : Beverages
Countries : India

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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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Ravi Shankar Reddy (Ravi), founding head of Ravi Metro Services Pvt. Ltd. (RMS), a reputed realty firm in Hyderabad, had been a dynamic entrepreneur since 1992. With company profits not being encouraging over the previous few years, Ravi planned to enter into a new area of business. On a friend’s advice, he decided to enter the soft drinks market. However, he had a few queries in mind on the issue of launching a new product in the market. He sought the help of a reputed marketing agency ‘Sadanand Marketing Strategies and Solutions’ (SMSS). Eventually, SMSS carried out a pilot marketing research and analyzed consumer perceptions to provide answers to the issues raised by Ravi.

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

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