| Case Title |
Diya Machine
Company - Will Direct Marketing Work? |
| Case Author(s) |
Anil Hanumanthappa
|
| University |
T. A. Pai Management Institute
(TAPMI), Manipal, India |
| Abstract |
An automobile spare parts manufacturer is faced with sluggish growth
in demand in the replacement market. Its attempt to ride on the popularity
of its main product does not seem to be working. His advertising agency
suggests Direct Marketing to end users: owners of two wheelers. Will it
work? The company has to decide, on the basis of an exploratory research.
An accompanying note 'Direct Marketing' is also available. |
| Available In |
MIP Case Collection |
| Publisher |
T. A. Pai Management Institute (TAPMI),
Manipal, India |
| Publisher Case No. |
1997-99-25 |
| Distributor(s) |
T. A.
Pai Management Institute (TAPMI), Manipal, India
|
| Pub/Rev Date |
04/01/1999 |
| ISBN |
|
| Case Length |
7 |
| Teaching Note |
No |
| Pub TN Ref No. |
|
| Pages (TN) |
|
| Issues |
Direct Marketing; Auto-Spares
Marketing; Channel Selection |
| Organisation(s) |
|
| Countries |
India |
| Industry |
Automobile & Automotive |
| Period Covered |
1997-1999 |
| Level |
Postgraduate |