MOMCO was a leading manufacturer and marketer of branded edible oils in India. In its product portfolio, Kurdola was PUFA (poly unsaturated fatty acid) based premium edible oil. It was established in the market as the best product for keeping the heart healthy, based on the findings of medical...

One of the major dilemmas faced by the multinational marketer is to decide on opening up new markets. This study develops a framework for market development activity by multinational brands based on literature. In the framework, expected customer demand (ECD) is dependent on acceptance of global...

The case is about sales force management challenge of the Regional Manager—North of KRC, a tyre manufacturing and marketing company in India. The performance of one of the long serving sales executive Ramandeep is under the scanner. He had been a very good performer in the past, but is...

The case is about the marketing challenge faced by the Head of the Delhi/NCR circle of Aircel Ltd, a telecom company in India. In Delhi circle, the company had achieved a commendable share of users in just two years, but they also had the lowest average revenue per user (ARPU) among the telecom...