GEF India Private Limited: January 2011 Defining the Market Research Problem

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Abstract

In 2011, Mr. Kapil the Brand Manager of GEF was reviewing the launch of the recently introduced (February 2010) refined vegetable cooking oil brand, Freedom Refined Sunflower Oil, in Andhra Pradesh to prepare a marketing plan for the coming year. The brand was introduced by GEF, a company set up in 2009 by an entrepreneur, in Andhra Pradesh. The company itself was set up with considerable investment in plant and machinery. The brand was introduced with a little market research and considerable promotion and distribution expenditure. The launch results showed that the brand had done very well and surpassed the sales targets set for the first year of introduction. The Brand manager was planning a market research study to understand the brand health for deciding the future course of action. The case describes the edible oil industry in India and AP; setting up and initial thinking about the strategy of GEF and branding; some research done to decide the critical differentiating elements of marketing plan (name, packaging, and advertising) and the marketing plan for the brand. The case also provides information about the performance of the brand since the launch till the end of the year 2010. The task for the student is to evaluate the strategy, the launch marketing plan and think about the future research needs for deciding the marketing strategy and plan for the next year

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