Market Research on Effectiveness of Product Promotion Activities of Tata Shaktee GC Sheets

            
 
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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Case Details:

Price:

Case Code : MKTG309 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Promotional Strategy/ Sales Promotion/ Market Research
Case Length : 20 Pages
Period : 2012-2013
Pub Date : 2013
Teaching Note : Not Available
Organization : Tata Steel
Industry : Steel
Countries : India

Abstract:

The Head of Sales at Tata Steel, responsible for the product promotion activities of Galvanised Corrugated (GC) sheets of Tata Shaktee, was mulling over how he would allocate the Product promotion budget across the various product promotion activities. Targeting primarily a rural segment, the Tata Shaktee brand was engaged in a number of below the line promotional activities. He wanted to find out the effectiveness of each product promotion activity so that he could allocate the budget according to this.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

He asked a management intern to conduct marketing research to get an understanding of this. Now, he has to analyze the report and decide his next course of action. The case is designed for MBA-level students as part of their Marketing Management/ Brand Management/ Marketing Research curriculum.

Issues:

The case will help the students:
Understand the various issues and challenges involved in planning and implementing the promotion of a brand, especially sales promotion activities.
Understand the various issues and challenges in promoting a commodity-like product to a predominantly rural target audience.
Understand issues in conducting consumer research to get to know the effectiveness of various promotional activities.
Practice their skills at allocating the promotional budget among the various product promotion activities.

Contents:

  Page No.
Introduction 1
Background Note 1
Tata Shaktee 2
Target Market and Promotional Campaigns 2
What to do Next? 5
Exhibits 6

Keywords:

Promotional strategy; Promotional mix; Promotional budget; Allocation of promotional budget; Sales promotion; Effectiveness of product promotion activities; Consumer research; Marketing research; Rural marketing; Branding a commodity

Introduction - Next Page>>


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