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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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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Excerpts

Soft Drink Industry in India

In India, the soft drinks industry is recognized as a profitable industry. The industry provides employment opportunities to 125,000 people. There are 110 soft drink producing units scattered all...

About The Company

RMS was founded in 1992 by a young and dynamic entrepreneur, Ravi. In the initial five years, the company confined its operations to Hyderabad. Later it expanded its operations to Chennai and...

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

Dilemma on Positioning New Product

Ravi conducted preliminary research and assessed the Indian soft drinks industry. He concluded that lemon flavored drinks would find greater demand as people generally preferred healthier soft...

Exhibits

Exhibit I: Initial Questionnaire Developed by ‘SMSS’

Annexure II: Final Questionnaire on Lemon Flavoured Soft Drinks in India


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