Greenco Enterprises India Pvt. Ltd.: Market Strategy for Frozen Snacks
(7 pages of text)
In November 2016, the two co-founders of the Delhi-based Greenco Enterprises India Pvt. Ltd. were getting ready to launch a range of frozen snacks in the competitive Indian market. Their strategy was to penetrate the already established non-vegetarian frozen snacks market with fast-moving popular products and grow the vegetarian frozen snacks market with differentiated offerings. As the January 2017 launch date approached, they had to get their pricing and distribution strategy in place. For a new brand with a limited budget, securing shelf space was a challenge. The two founders wondered whether the company should focus all of its efforts on building a retail brand in the business-to-consumer segment, or whether it should consider institutional sales in the business-to-business space. How could the initial investment and running costs be balanced with the need to stay competitive in the market?
This case is best suited to an undergraduate or graduate marketing management course to discuss different aspects of a strategy for launching a new brand. It can also be used in a management course to discuss pricing and distribution channels. Working through the case will give students the opportunity to
- identify the issues involved in developing a strategy to launch a new brand;
- determine various pricing strategies for entering a competitive market and recommend one that is most appropriate; and
- discuss how to manage the distribution challenges faced by a new brand.
India, Small, 2017
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