Took Pulse of the Market before Giving One to it

Code :MM0073

Year :
2018

Industry : Fast moving consumer goods

Region : India

Teaching Note:Available

Structured Assignment :Not Available

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Abstract: This case is about the exercise undertaken by Yash Bansal, a business management intern, to understand the marketing strategy used for Pulse candy, a product of Dharampal Satyapal Ltd., India. Pulse being a relatively new endeavor and a successful one at that, the company was curious to know the reasons behind its unprecedented success in India. The idea was to identify the best marketing practices and learn from them. Yash Bansal was tasked with deciphering the marketing strategy for Pulse candy.

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Pedagogical Objectives:

  • Understand the basics of segmentation, targeting, promotion, and positioning in the FMCG industry
  • Appreciate the importance of social media in segmentation, targeting, promotion, and positioning of FMCG products.
  • Describe important information to segment, target, promote, and position FMCG products in India
  • Apply the theoretical understanding of segmentation, targeting, promotion, and positioning to practice using this case


    Keywords : Marketing Management; segmentation; targeting; promotion; and positioning; Fast moving consumer goods; India; marketing strategy; Rajnigandha; Dharampal Satyapal Ltd.; Pulse candy; BABA

    Contents :
    » INTRODUCTION
    » ABOUT THE COMPANY
    » PULSE CANDY STORY
    » SCENARIO
    » THE WEEK BEFORE D-DAY
    » EXHIBITS


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