Agrawal's 420, a cottage industry started in 1962 in Indore, Madhya Pradesh, setup several companies by 2016. Papad business revenues were at INR 70 crores plus. The reasons for setting up the company, its guiding values, facing intensive competitive rivalry, journey of growth, manual manufacturing process, mechanising the process, product portfolio and development, setting up and managing sales distribution system, and challenges of growth to go national are featured here. The case can be used for exploring the factors that impact entrepreneurial motivation to sustain a small business in a highly competitive market, and growing from a small single brand one product local business to a large multi-product multiple brand national one.
Madan Mohanka, Managing Director of Tega Industries, a start-up organization, was reviewing the marketing strategy and plan for introducing new improved wear-resistant rubber products in India in mining and metal processing industries. The case describes products, product characteristics, potential market, likely demand, customer behaviour, current and likely competition, segmentation, targeting, marketing strategy and marketing plan including segment coverage strategy, pricing, promotions, marketing organization, and the marketing and promotion budget. Participants can be challenged to evaluate objectives, marketing strategy, marketing plan, pricing, promotion, and marketing organization.
In 2011, Mr. Kapil, Brand Manager, was reviewing the research brief prepared to review the performance of the launch plan of the refined vegetable cooking oil brand Freedom Refined Sunflower Oil of GEF, a new company in Andhra Pradesh. Specific focus was on assessing the overall performance, the brand strength and the TV Commercial. The results are expected to help in the preparation of a marketing plan for the next year. Participants need to critique the brief from the point of view of defining a managerial marketing research problem for assessing a launch plan.
In March 2010 VP, Sales and Marketing, was reviewing the launch plan for the first brand of cooking oil, Freedon, of GEF set up by a professional turned entrepreneur, in AP in 2009. The case provides brief profile of the entrepreneur and the overall business strategy including brand architecture. Also describes the launch plan, particularly key decisions of brand name, packaging, sales promotion and distribution. Data on household us of oils in India, South India and AP is included.