個案資料

Hemant Gaur, managing director of Siddhi Vinayak Agri Processing Pvt. Ltd. (SVA), had to approve the marketing mix for Carisma, a global retail potato brand. Known for its great taste and low glycemic index rating, the Carisma product was available to SVA through its joint venture partner. If the launch of Carisma was successful, SVA could significantly increase its revenue and profitability, as well as its market value. However, the launch would consume precious resources that could otherwise be used to grow current revenue sources and SVA capabilities. Thus if the launch was unsuccessful, SVA would have wasted its resources and lost the confidence of its investors. The decision was critical for SVA, and Gaur had to make it soon to allow the full financial year’s revenue to be included in the SVA valuation.

This case is suitable for undergraduate- and graduate-level students in modules on brand positioning or marketing mix development. It can also be used for a marketing management course in management development programs. Through the example of Carisma, the case allows students to learn how to develop an overall marketing strategy for a new business. It also underlines the challenges of SVA, a start-up, in deciding how to allocate resources in a manner that maximizes revenue and profitability, balancing its existing businesses and the introduction of a new brand, while also considering the needs of its investors and other stakeholders. Working through this case will give students the opportunity to do the following:<ul><li>Identify segments within a given market.</li><li>Use a strengths, weaknesses, opportunities, and threats (SWOT) analysis for developing a marketing strategy.</li><li>Appreciate competing organizational needs and justify investments for a given segment or strategy against other competing interests.</li><li>Select one positioning strategy over others for a brand.</li><li>Select the most suitable option from those available in the marketing mix elements, namely: product, distribution, pricing, and communication.</li></ul>

• Brand Positioning, Marketing Mix, SWOT