1. TASTY BISCUITS LTD.
CONERNED PROBLEM AREA: SALES AND MARKETING
TASTY BISCUITS PUNE ARE IN FIELD OF BISCUITS FOR THE PAST FEW YEARS.DURING
THIS PERIOD THEY HAVE BEEN CONSTANTLY INCREASING THE SALES THIS WAS DUE
TO GOOD QUALITY OF BISCUITS A GOOD DISTRIBUTION NETWORK PROMOTION
POLICY.THE COMPANY HAS ALWAYS ADOPTED INNOVATIVE METHODS IN BRINGING
OUT NEWER BISCUITS TO CATER TO CHANGING TASTES OF THE MARKET.
A STUDY MADE ON THE BISCUITS BY THE INDIAN BISCUITS MANUFACTURER
ASSOCIATION INDICATED THE OUT OF TOTAL CONSUMPTION OF BISCITS ALMOST 21%
IS CONSUMED BY THE CHILDREN BELOW THE AGE OF 11.THE MANAGEMENT OF
TASTY BISCUITS DECIDED TO DEVELOP SPECIAL BISCUITS MADE IN DIFFERENT
ANIMAL SHAPES WERE PREPARED AND THE COMPANY CARRIED OUT A TEST
MARKETING EXERCISE IN PUNE.A SAMPLE SIZE OF 200 WAS SELECTED FOR THIS
PURPOSE.MAJORITY OF SAMPLE CONSUMER SHOWED THEIR INTEREST AND
INFORMED THAT THEIR CHILDREN HAVE LIKED THE PRODUCT.
WITH A LOT OF PUBLICITY THE COMPANY INTRODUCED THEIR RANGE IN FOUR
METROPIOLITION CITIES OF MUMBIA,CHENNAI,DELHI AND CALCUTTA.BESIDES PUNE
THE RESULTS FOR FIRST SIX MONTHS WERE ENCOURAGING,HOWEVER FROM
SEVENTH MONTH IT STARTED DECLINING.IN TWELTH MONTH THE TOTAL SALES WAS
REPORTED ONLY AT 25% OF THE PEAK REACHED.THE QUALITY WAS
MAINTAINED.THE PRICE RISE FROM BEGINNING WAS 10% HIGHER THAN THE OTHER
TYPES OF BISCUITS OF THE SAME WEIGHT?

2. QUESTION : WHAT COULD HAVE BEEN CAUSE FOR THE SLUMP IN SALES FOR ANIMAL
SHAPED BISCUITS?
QUESTION : DO YOU THINK THERE WAS ANYTHING WRONG IN MARKET RESEARCH?
QUESTION : WHAT REMEDIAL MEASURES WOULD YOU SUGGEST TO MAINTAIN SALES
AT PARTICULAR LEVEL?