Product details

This case tries to find out why Candy, the 14" colour TV from Mirc Electronics, did not perform well in the Indian market. Though Candy was successful initially, when it was launched in May 1999, its sales declined to only 3,500 per month nationally by mid-2001. Analysts attributed the decline to wrong product positioning, and poor product differentiation. Analysts also felt Candy did not effectively promote itself to its target market. They were also of the opinion that Candy was priced too high. The case is designed to make students understand the importance of product positioning, product differentiation and suitable pricing for a newly launched consumer product such as a TV. After reading the case, students should have some idea of the different promotional tools used while launching a TV. The case is intended for MBA/PGDBM level students as a part of the marketing curriculum.