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IIMA cases can be bought online by going to cases.iimahd.ernet.in.
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Cases List61-70 of  391
FoodWorld (B): Supply Chain Strategy
Raghuram, G. ; Banerjee, Bibek; Koshy, Abraham
Product Type Case Publication Date 1999
Reference No MAR0325(B) Version Date 2004
Area Marketing (MAR) Length 36p
  Abstract
  FoodWorld is a division of Spencer's, the retailing company of RPG Enterprises (RPG). This case focuses on the supply chain strategy. The key issues were 1) what to stock, 2) where and whom to source from, 3) how to reduce total delivery time from vendor to store and 4) how to reduce the cost of procurement. At the time of writing the case FoodWorld operated with over 6000 stock keeping units (SKUs), but was planning to rationalize at closer to 3000. The efforts on sourcing were to go as directly upstream as possible. This was also expected to reduce time and cost of procurement. These issues were rendered more significant with FoodWorld seeing growth opportunities in a) perishables and non-branded groceries and b) an increase in the number of outlets from the current (late 1998) 19 to 50 by 2000, and even more in the future. ...    Read More...
Bingo Brands - Price Sensitivity Study (C): Data Analysis
Jain, A. K.; Sinha, Piyush Kumar ; Vyas, Preeta H; Saha, Jahar
Product Type Case Publication Date 2004
Reference No MAR0358(C) Version Date 2004
Area Marketing (MAR) Length 11p
  Abstract
  Director of National Institute, Tobacco was faced with the decision problem of pricing of mini- cigarettes in India with a focus on likely recommendation to government regarding excise duty. The case describes the result obtained from a market research (conjoint analysis) study conducted to predict the demand of small cigarettes in sample towns as well as all India. The case also provides the results of conjoint analysis for a particular town/city. The case can be used for understanding the output of conjoint analysis and use of simulation for predicting the likely demand. ...    Read More...
Trauma with Delta Airlines
Raghuram, G. ; Venkataraman, Krishnan
Product Type Case Publication Date 2003
Reference No MAR0349 Version Date 2003
Area Marketing (MAR) Length 17p
  Abstract
  This case is based on the real life experience of an emotionally traumatic incident, caused due to the poor servicing by Delta Airlines, and their travel agent. The post incident communication and the subsequent proceedings in the Consumer Court are discussed in the case. The case brings out interesting aspects of the relationship between the airline and its travel agent. The role of the Consumer Court and consumer organizations is also brought out in this case. The case helps realize that there is a lot of scope for improvement in the way service oriented organizations can ameliorate customer concerns and grievances. ...    Read More...
Seth Dhaniram – C&FA
Chudasama, Nishchal; Raghuram, G.
Product Type Case Publication Date 2003
Reference No MAR0350 Version Date 2003
Area Marketing (MAR) Length 10p
  Abstract
  The case ventures to explore the typical distribution channel in the Indian market. The case revolves around his company, Logistics Solutions, a 100-year-old trading and distribution firm, which provides carrying and forwarding services to JOSH Denims, a leading manufacturer and marketer of denim garments. Over a year, an entire tier in the JOSH’s supply chain was eliminated and the C&FA’s direct customers exploded from 10 distributors to 180 retailers. This change had direct implications on the cost and complexity of the C&FA operation. Dhaniram is left with the option of either continuing the agency operation with some renegotiation, or giving it up. This case highlights the significance of each channel partner in the supply chain, and also emphasizes the implications of eliminating a link in the supply chain to other channel partners. It also introduces some subtle aspects like family owned businesses, the role of networking, and the unique value added by the transporters. ...    Read More...
Ashok Desai Subscribes to News Today (C)
Gupta, Nirmal; Gupta, Parvinder
Product Type Case Publication Date 2003
Reference No MAR0351 Version Date 2003
Area Marketing (MAR) Length 2p
  Abstract
  The case describes experience of Mr. Ashok Desai as a Subscriber of News Today. This case adds to the data presented in “Ashok Desai Subscribes to News Today (MAR0329(A))” and “Ashok Desai Subscribes to News Today (MAR0329(B))” cases. Students should have read the previous "Ashok Desai Subscribes to News Today ” -- (A) and (B) cases. ...    Read More...
An Evening in Habibabad
Gupta, Nirmal; Gupta, Parvinder
Product Type Case Publication Date 2003
Reference No MAR0369 Version Date 2003
Area Marketing (MAR) Length 7p
  Abstract
  A group of colleagues went out for dinner at a restaurant, which was part of one of the top hotel chains. They were disappointed with their entire experience at this restaurant. The case provides details about the incident and what had followed thereafter. In the process, the case highlights issues of customer service, employee behaviour, and consumer action. ...    Read More...
TI Cycles: New Product Strategy (B)
Dixit, M. R.; Jain, A. K.
Product Type Case Publication Date 2003
Reference No MAR0352(B) Version Date 2003
Area Marketing (MAR) Length 18p
  Abstract
  The case describes the market research carried out by TI Cycles for assessing the size and type of opportunity for geared bicycles in India. It presents the background of the company, the organization of the marketing function, the new product development process, and the performance till 1996-97. It describes in detail the simulated test market research carried out and its findings, for assessing the size and type of opportunity. A brief note on STM, prepared by the marketing agency of the company, is also given as a part of the case. Participants would be expected to understand the research plan, the simulated test marketing process, its findings, and interpret them. Further, they would also be expected to draw up briefs for designing the product and the communication. ...    Read More...
Product Design Experience of Symphony (A)
Jain, A. K.; Vyas, Preeta H
Product Type Case Publication Date 2002
Reference No MAR0345 Version Date 2002
Area Marketing (MAR) Length 13p
  Abstract
  The case describes the product design experience of “Symphony” brand of air cooler. The entire process of new product design and development is described. The initial idea, refining of the idea and development of concept, product design, sensing of reactions of potential customers, manufacturing, initial marketing strategy, test marketing, redesign process, and market expansion strategy are described. The redesign of the cooler involved the help of an external design consultancy firm. The case describes the brief given to the firm, interactions involved between the company and the design firm and the concerns of design consulting firm in the process of redesigning of an air cooler. ...    Read More...
Dainik Bhaskar Jaipur
Sinha, Piyush Kumar
Product Type Case Publication Date 2002
Reference No MAR0346 Version Date 2002
Area Marketing (MAR) Length 19p
  Abstract
  This case of the launch of the daily Dainik Bhaskar in Jaipur is aimed at bringing out the realities of the market place in the newspaper industry. It exemplifies the fact that there is nothing called a monopoly market or even a saturated market. It requires vision, courage and most important of all, an understanding of the market. The case details the process adopted for collecting and analyzing information on the total potential in the Hindi Belt and then choosing Jaipur as its target market, as well as addressing the issue of identifying opportunities for growth. It also indicates the immense value of detailing that a marketer needs to go into when faced with a long established competitor in a “habit” based product. The hallmark of the case is the innovative use of research for not only understanding the readers but actually “locking them in” for a long enough period to keep competition at bay. For the first time in India, a newspaper was launched with a confirmed circulation. The importance of following up a launch has also been brought out. The case is useful in discussing the development of marketing strategies and attacking with a complete activity system for a historical achievement. The case can be used in marketing classes for bringing out the issues of growth, competition, product design, research and market identification. ...    Read More...
V&J Limited Stop Services: Pallavan Transport Corporation
Raghuram, G. ; Jain, A. K.
Product Type Case Publication Date 2002
Reference No MAR0347 Version Date 2002
Area Marketing (MAR) Length 19p
  Abstract
  The Pallavan Transport Corporation (PTC) was the major urban transport service provider for the city of Madras and its environs. The Corporation had introduced faster services (by reducing bus stoppages), called V and J services, for city buses over some routes. Towards the end of 1987, about 15% of the buses were employed on these services. These services resulted in better vehicle and employee productivity, fuel savings and faster services at ordinary fares. The Senior Deputy Manager planned to extend these services to around 50% of the buses within two years. He had information of the maximum, assumed and actual speed of the buses employed in these services, and also of the accidents and route profitability. Issues such as increasing noise pollution, speeding and disregard of traffic regulations were also of concern. ...    Read More...

IIMA cases can be bought online by going to cases.iimahd.ernet.in.