Case Overview

The case study is about one of the popular brands operating in the food industry in the state of Kerala. The case delves into the change in the competitive landscape in the ethnic breakfast ready mix industry. The former market leaders started losing their ground with the entry of new players that adopted a low-price flanking strategy. The lower prices are made possible by compromising on quality; however, despite the quality compromise, customers tend to increasingly opt for the lower-priced brands. The problem, as recognised by the executives, lies in the customers' lack of awareness of the quality difference. This issue calls for a well-targeted communication program among the target group. In the context of the case, the students will devise an Integrated Marketing Communications strategy.

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