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Tradition & Taste: Exploring Consumers' ...

Das, Gopal, Abhish...

Case

Tradition & Taste: Exploring Consumers' Changing Attitude

Das, Gopal; Abhishek; Varshneya, Geetika

IIMA-MAR0485 | Published July 11, 2016 | 11 pages Case

Collection: Indian Institute of Management, Ahmedabad

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Learning Objectives

This case depicts a managerial problem faced by Tradition and Trust, a traditional sweet and snack manufacturer, which is 100-year old family business manufacturing, retailing and exporting sweets, snacks and other confectionery products. Like other traditional sweet and snack manufactures, the company is facing the challenge of consumers' shift towards 'healthy snacking' Moreover, brands like Haldiram's and Bikanerwala are posing a tough competition to the traditional sweet manufacturing brands. In recent years, the brand has witnessed a decline in sales. In view of the challenges posed to brand, the Chief Marketing Officer, wants to understand the various factors influencing decline of sales and find ways to redesign the strategy for sustaining its current position in the market. The case is written to illustrate how six fundamental steps of conducting a marketing research can be used to address a given managerial problem.

The case broadly has the following objectives is to make participants appreciate the role of marketing research in solving a managerial problem and to make participants understand, learn and apply the six fundamental steps of marketing research i.e. defining the problem; development of an approach to the problem, research design formulation; fieldwork or data collection; data preparation and analysis; report preparation and presentation.