CASE 8
Testing Innovation
Sri Harsha & Sri Teja Research Associates (SSRA) is a successful marketing research agency operating in several cities of South India. A soft drink company has approached them to undertake a study in rural markets. The client organization, after prolonged, careful deliberations concluded:
- The company should introduce 125 ml and 200 ml bottles in rural areas for a price of Rs. 4 and Rs. 7.
- Advertising, not mere availability, is necessary to promote sales.
Sri Harsha told the marketing manager of the company:
“The marketing executive who relies on information derived from his own life experiences is usually handicapped when faced with the problem of marketing to low-income groups and ruralites because their lifestyle ...
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