| Case Title |
Star India
Limited: Brand Positioning |
| Case Author(s) |
Arijit Chowdhury
|
| University |
T. A. Pai Management Institute
(TAPMI), Manipal, India |
| Abstract |
Stars India Limited is the pioneer and largest organised sector footwear
manufacturer in India. It recently launched three sports shoe brands in
India as this segment was expected to grow rapidly. However, Star found
sales to be stagnant. It was wondering whether it was successful in positioning
its three brands. The case provides the results of an exploratory research
on brand perception among the target segments in two cities. This case can
be used for exploring demographic and psychographic profiling and issues
involved in brand positioning. |
| Available In |
MIP Case Collection |
| Publisher |
T. A. Pai Management Institute (TAPMI),
Manipal, India |
| Publisher Case No. |
1997-99-31 |
| Distributor(s) |
T. A.
Pai Management Institute (TAPMI), Manipal, India
|
| Pub/Rev Date |
04/01/1999 |
| ISBN |
|
| Case Length |
10 |
| Teaching Note |
No |
| Pub TN Ref No. |
|
| Pages (TN) |
|
| Issues |
Brand Positioning, Profiling
|
| Organisation(s) |
|
| Countries |
India |
| Industry |
Consumer Goods & Services |
| Period Covered |
1997-1999 |
| Level |
Postgraduate |