Abstract
In November 2008, Rahul Gagrena, Senior Vice President and Pallav Soin, General manager, marketing at Radico Khaitan Limited, the second largest alcohol company in India, were faced with decisions pertaining to the launch of a new brandy named Morpheus. Radico had been working on the Morpheus blend since beginning of 2008. The product received good reviews from consumers in market research tests. Radico intended to position the Morpheus as premium brandy and commissioned a market research study to understand consumer price sensitivity before launching the product. The marketing team had received the research results and needed to finalize the price before launching the product. The case is designed to encourage students to explore issues of product positioning, pricing, distribution and promotion and the complexities involved in a new product launch.
About
Abstract
In November 2008, Rahul Gagrena, Senior Vice President and Pallav Soin, General manager, marketing at Radico Khaitan Limited, the second largest alcohol company in India, were faced with decisions pertaining to the launch of a new brandy named Morpheus. Radico had been working on the Morpheus blend since beginning of 2008. The product received good reviews from consumers in market research tests. Radico intended to position the Morpheus as premium brandy and commissioned a market research study to understand consumer price sensitivity before launching the product. The marketing team had received the research results and needed to finalize the price before launching the product. The case is designed to encourage students to explore issues of product positioning, pricing, distribution and promotion and the complexities involved in a new product launch.
Settings
Location:
Industry:
Size:
Turnover INR21,163 million (2009-2010)
Other setting(s):
November 2008