Product details

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Compact case
Subject category: Marketing
Published in: 1996
Length: 3 pages
Data source: Field research

Abstract

This case concerns the introduction of a new savoury snack made from maize. Unfortunately consumer trials of the snack showed that versions of popular crisp flavours ''taste awful'' but research and development were continuing to work on this. Recommendations on price from the market research, finance and sales departments all varied and the case invites students to consider the basis for establishing a successful pricing strategy for this product. One objective of the case is to introduce to students the importance of the numerical dimension in marketing.
Location:
Industry:
Size:
GBP40 billion
Other setting(s):
1992

About

Abstract

This case concerns the introduction of a new savoury snack made from maize. Unfortunately consumer trials of the snack showed that versions of popular crisp flavours ''taste awful'' but research and development were continuing to work on this. Recommendations on price from the market research, finance and sales departments all varied and the case invites students to consider the basis for establishing a successful pricing strategy for this product. One objective of the case is to introduce to students the importance of the numerical dimension in marketing.

Settings

Location:
Industry:
Size:
GBP40 billion
Other setting(s):
1992

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