學門類別
最新個案
- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Snapchat’s Dilemma: Growth or Financial Sustainability
- Did I Just Cross the Line and Harass a Colleague?
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
- TNT Assignment: Financial Ratio Code Cracker
- Winsol: An Opportunity For Solar Expansion
Café Niloufer: Exploring Potential Growth Alternatives
內容大綱
In February 2022, Café Niloufer, based in Hyderabad, India, was contemplating transforming its product lines of Irani tea, onion samosas, and Osmania biscuits, to grow its customer base over several other competitive brands. Anumula Shashank, Café Niloufer’s managing director, wanted to update the brand by strengthening their product portfolio to meet the needs of new-age consumers. Cafes/lounges that provided a variety of beverages were projected to propel the competition in the coming years. Shashank wanted to grow the café business. He had three alternatives: add the products to the existing product line, add a new product line, or open new retail outlets. Shashank also wondered what analysis process and decision criteria he should use to make his decision.
學習目標
The case can be used in a graduate-level introductory marketing course in a product strategy and product portfolio module since it explains basic product portfolio concepts, including those related to product strategy for new-age consumers. The case could also be used in a strategy course module that addresses the challenges of designing a product portfolio strategy in executive education programs. The case will enable students to apply basic product portfolio concepts to a company’s marketing strategy. After working through the case and assignment questions, students will be able to do the following:<br><br><ul><li>Understand the tea market and identify the factors that promote or impede its growth in an emerging economy such as India.</li><li>Discuss the role of the product strategy in managing a brand’s relevance.</li><li>Identify and analyze the product portfolio of a brand and the role of the product portfolio in transforming a nostalgic brand into a famous new-age brand.</li></ul>