Product details

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Abstract

The case under discussion deals with the organisation- Tamil Nadu Salt Corporation (TNSC) and the steps it has undertaken to fight anemia. Established in 1974 by the government of Tamil Nadu, it is one of the oldest producers of edible salt in Tamil Nadu. TNSC has implemented a program, wherein it uses salt as a means to combat the issues of anemia in Tamil Nadu. It has released 3 variants of salt in Tamil Nadu- Low Sodium, Double Fortified Salt and Iodized salt. These 3 variants have been planned to be released under the brand name of Amma at lower prices and high nutrient value. The dilemma under question requires analysis of various factors that might lead to success of Amma salt, convincing high end customers to use the salt varieties and the various marketing strategies needed for the same. It also mandates a discussion about the various roadblocks that might fall in the way of expanding the Tamil Nadu model to other states in India.
Location:
Size:
3,300 - 3,500
Other setting(s):
January 2011 to December 2013

About

Abstract

The case under discussion deals with the organisation- Tamil Nadu Salt Corporation (TNSC) and the steps it has undertaken to fight anemia. Established in 1974 by the government of Tamil Nadu, it is one of the oldest producers of edible salt in Tamil Nadu. TNSC has implemented a program, wherein it uses salt as a means to combat the issues of anemia in Tamil Nadu. It has released 3 variants of salt in Tamil Nadu- Low Sodium, Double Fortified Salt and Iodized salt. These 3 variants have been planned to be released under the brand name of Amma at lower prices and high nutrient value. The dilemma under question requires analysis of various factors that might lead to success of Amma salt, convincing high end customers to use the salt varieties and the various marketing strategies needed for the same. It also mandates a discussion about the various roadblocks that might fall in the way of expanding the Tamil Nadu model to other states in India.

Settings

Location:
Size:
3,300 - 3,500
Other setting(s):
January 2011 to December 2013

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