Product Overview

The case describes the dilemma faced by Phalgun in Dice Toy Labs, where he has to make a decision about his future marketing strategy, i.e., whether to stick to his original marketing strategy of retail consumers or shift to business markets in the given market conditions. This company found its boost during Covid times when everyone was majorly at home, with limited sources of media entertainment. People tried new board games based on Indian mythology concepts, being the interested expertise of the company. Unlike other Indian games like Ludo, these games were more innovative and strategic. Players needed to have a balanced mix of skills rather than only chance-based playing. However, the company is now facing challenges in terms of growth. There are major decisions related to the business strategy and choice of distribution channels. These decisions would determine the future of the company and its growth trajectory.

Learning Objectives

To make students understand the new product development process based on non-traditional ways of design thinking. Make students realize the need to understand marketing strategy for long-term growth Allow students to discuss and debate the differences between the B2B and B2C markets.