Product details

This is part of a case series. Tharunan with his friend Michael started a Chennai-based (South India) hearing aids and accessories distribution company Echo Aids in 2010. Echo Aids Pvt Ltd started with an initial capital of INR5,000,000. Until 2015, it distributed the top three Indian and foreign brands of hearing aid and had strong financials and customer base. On 1st April 2016, with an aim of expanding the brand portfolio, Tharunan decided to import and sell five more foreign brands. However, he was wondering whether this extension might result in brand cannibalisation. He directed his marketing head and senior marketing manager to conduct an interaction with his retailers and make a presentation to him. After the presentation, Tharunan's concern was whether the responses obtained through telephone interaction from the selected retail customers were representative of the retail customers in Tamil Nadu. He wondered whether any other data collection approach would help in obtaining valid and reliable information. He was soon to meet Raj his friend working in a leading Marketing Research firm and put forward his concerns to him.