| Case Title |
Raasi
Foods Limited: Supreme Chilled Chicken Division |
| Case Author(s) |
Nikhil Sharma Prasad
Gopalan Ramprasad S Reshma Khan
|
| University |
T. A. Pai Management Institute
(TAPMI), Manipal, India |
| Abstract |
This is a comprehensive marketing strategy case. The case gives a detailed
background of the logic of the entry into this business, the supply chain,
and the difficulties in introducing a branded product in a market dominated
by unbranded products sold by the unorganized sector. Possible issues for
discussion are: viability of any 'brand' for this product, supply chain
which should be in place, sales forecasting and production planning, alternative
distribution channels, pricing, positioning and service. |
| Available In |
MIP Case Collection |
| Publisher |
T. A. Pai Management Institute (TAPMI),
Manipal, India |
| Publisher Case No. |
1997-99-19 |
| Distributor(s) |
T. A.
Pai Management Institute (TAPMI), Manipal, India
|
| Pub/Rev Date |
04/01/1999 |
| ISBN |
|
| Case Length |
18 |
| Teaching Note |
No |
| Pub TN Ref No. |
|
| Pages (TN) |
|
| Issues |
Marketing Strategy; Brand Building;
Market Development |
| Organisation(s) |
|
| Countries |
India |
| Industry |
Food, Beverages & Tobacco |
| Period Covered |
1997-1999 |
| Level |
Postgraduate |