Subject category:
Marketing
Published in:
1996
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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.
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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.
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