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National Dairy: Defending Market Leadership
Subrat Sarangi; Debasis PradhanCase IVEY-9B15A001-EEntrepreneurship, Marketing, StrategyThe head of marketing and sales at National Dairy, a quasi-government co-operative enterprise in the Indian state of Odisha, is hounded by the threat from private milk marketing firms that are attempting to overtake the monopoly position enjoyed by National Dairy for close to three decades. The title company’s field salesforce provides intelligence reports from the market, indicating that National Dairy’s authorized retailers and bulk customers (...Starting at €8.20
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Green ChillyZ: Redefining Market Boundaries
Subrat SarangiCase IVEY-9B17A026-EEntrepreneurship, Marketing, StrategyIn 1999, three brothers opened a small fast food outlet in a small city in Eastern India. The geodemographics of the city changed markedly over the next few years, providing the brothers with an opportunity to redefine their business and grow. By focusing on who their customers were and what they needed, the brothers created a new market in the city's fast food sector, avoiding the entrenched competition in the existing market. The brothers’ vent...Starting at €8.20
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Health Insurance to the Base of the Pyramid
Suresh B.P.; S. R. AsokanCase IVEY-9B11A015-EMarketing, StrategyThis case describes a unique insurance scheme in India called Krupa Arogya Suraksha, promoted by the Shree Krishna Arogya Trust. The product was designed with the aim of extending basic health coverage to the “base-of-the-pyramid” population at an affordable premium. The services were provided by Shree Krishna Hospital, of which the Trust was an associate. The Trust and the hospital were looking at a win-win situation: in providing modern health ...Starting at €8.20
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Laxmi Protein Products
Saswata N. Biswas; S. R. Asokan; Suresh B.P.Case IVEY-9B12A029-EMarketing, StrategyThis case describes a typical situation faced by any firm engaged in marketing a commodity. Laxmi Proteins processed and sold pigeon pea, called toor or tur in Hindi. The processed grain was known as toor dal and was an important source of protein in the predominantly vegetarian diet of Indians. With the ongoing economic boom and subsequent increase in household income, it was expected that expenditures on more wholesome diets would increase and ...Starting at €8.20