| Case Title |
Onida Candy - Getting The Marketing Mix Wrong? |
| Case Author(s) |
Sanjib Dutta
|
| University |
ICFAian Centre for Management Research, India |
| Abstract |
Candy, the 14-inch colour TV from Mirc Electronics, did not perform well in the Indian market. Although Candy did enjoy initial success when it was launched in May 1999, its monthly national sales declined to 3,500 units by mid 2001. Analysts attributed the decline to wrong product positioning, and poor product differentiation. Analysts also felt Candy did not effectively promote itself to its target market. They were also of the opinion that Candy was priced too highly. |
| Available In |
The ECCH Case Collection |
| Publisher |
European Case Clearing House |
| Publisher Case No. |
502-008-1 |
| Distributor(s) |
European Case Clearing House
|
| Pub/Rev Date |
2002 |
| ISBN |
|
| Case Length |
6 |
| Teaching Note |
Yes |
| Pub TN Ref No. |
502-008-8 |
| Pages (TN) |
4 |
| Issues |
Product Positioning And Differentiation |
| Organisation(s) |
Mirc Electronics
|
| Countries |
India |
| Industry |
Computers & Electronics |
| Period Covered |
1999-2001 |
| Level |
Postgraduate |
| Links of Interest |
|
| Back |