Problem
In September 1998, stock market followers were surprised when the scrip of Tasty Bite Eatables Limited (TBEL), a smReady-to-Serve (RTS) food company, reached Rs 36. This was a 930% increase over its 1996 price of Rs 3.50. What was even more surprising was the fact that till September 1998, TBEL was a Board for Industrial and FinancReconstruction (BIFR) case. Launched in the early 1990s, TBEL products were rejected by Indian consumers. Analysis that the products had been launched 'ahead of their time' in the Indian markets. (TBEL products were made available in a pouch, which had to be boiled before serving.) Moreover, the fact that the products were priced very hiadded to their lackluster performance. However, TBEL not only became the first Indian company to get itself dregistered from BIFR within a year, it also emerged as the largest brand in the US ethnic foods market. In 1999, tcompany posted its first ever profit of Rs 4.71 million. By the end of 2000, TBEL had become a $ 5 million brand in tUS retail market and its products were available in 6,000 stores across the US.TBEL was formed in 1986 by Ravi Gh(Ghai) and Ravi Kiran Aggarwal. Ghai was also the owner of the ice-cream brand Kwality, which was the market leadwith a market share of over 50%. TBEL set up a unit to process 10,000 tonnes per annum (tpa) of frozen vegetables a5000 tpa of RTS foods at Khutbao and Bhandgoan villages of Maharashtra at a cost of Rs 55.5 million. In Februa1987, TBEL brought a public issue of Rs 7.5 million. The company commenced production in February 1989 launched its first RTS products in 1990. Following a lukewarm response in the Indian markets, in 1991, TBEL introduce
Its products in the Middle East, Russia, and the US. The company did not fare well in these markets either. The lack of focused marketing approach was considered to be the main reason for its failure.
1. Give an overview of the case.
2. Explain in detail the reasons for the failures of the Tasty Bite Eatables Limited (TBEL) business
3. List Media habits(of target segment)?
4. Which are the factors that influence the pricing strategy of an organization operating in a highly competitive environment?
5. Define the term, Marketing Mix. Explain the significance of an appropriate marketing mix in the present competitive environment. Cite examples to support your answer.
6. "Effective advertising and aggressive sales promotional schemes help the salesmen in performing theirduties and reaching their sales targets." Discuss.
7. What do you mean by the term product Life Cycle (PLC) Explain the stages of PLC. Find out in whichstage of PLC are are the Following product in India, and suggest suitable marketing strategies foreach- (i) Tooth Powder (ii) Micro-wave Ovens (iii) Bicycles d) VCRs.