It was the first week of April 2015 and the summers had practically begun. Hemant, the MD of Fruitzone India Limited, had reached office early. He wanted to have an early meeting with Preeti, the marketing manager for the snacks division. He had always felt that there was an opportunity in the fruit juice market and he wanted to discuss this with Preeti. As soon as he reached office, he immediately went into the meeting hall where Preeti was already present. During the discussion, Hemant suggested that they should consider launching new fruit juice flavours and sugarcane might be a good option to consider. He asked her to conduct a detailed study to examine different issues related to the launch of sugarcane juice and they would then plan to conduct detailed market research.
Fruitzone India Limited: Designing the Research Questions (A)
- Publisher:Indian Institute of Management, Ahmedabad
- Publication year:2015
- Online pub date:
- Discipline: Marketing Research, New Product Design & Marketing, Marketing Strategy
- Contains:Teaching Notes
- Length:2,291 words
Region:Southern AsiaCountry:IndiaIndustry:Manufacture of beveragesOrganization:Fruitzone India LimitedOrganization Size:Originally Published In:2015). Fruitzone India Limited: Designing the research questions (A). MAR0477(A). Ahmedabad: Indian Institute of Management, Ahmedabad.(Type:Online ISBN:9781526428967Copyright: Certain material used with permission of Indian Institute of Management, Ahmedabad. © 2015. All rights reserved.