Business Case Studies & Business Publications

Tega Industries (C1)

Mohanka, Madan, Ja...

Case

Tega Industries (C1)

Mohanka, Madan; Jain, Abhinandan K

IIMA-MAR0506 | Published January 2, 2020 | 18 pages Case

Collection: Indian Institute of Management, Ahmedabad

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Learning Objectives

Madan Mohanka, Managing Director of Tega Industries, a start-up organization, was reviewing the marketing strategy and plan for introducing new improved wear-resistant rubber products in India in mining and metal processing industries. The case describes products, product characteristics, potential market, likely demand, customer behaviour, current and likely competition, segmentation, targeting, marketing strategy and marketing plan including segment coverage strategy, pricing, promotions, marketing organization, and the marketing and promotion budget. Participants can be challenged to evaluate objectives, marketing strategy, marketing plan, pricing, promotion, and marketing organization.

Evaluating Strategic Marketing Decisions: Segmentation and targeting for innovative industrial products in public sector industrial market. Pricing Strategy and price setting Evaluating Marketing Plan Decisions; Evaluate sales force allocation, promotional strategy, sales and marketing organisation, and marketing budget. Customer value and value based segmentation.