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- Title
Management Case Finding a Space for a New Product in a Cluttered Market: A Qualitative Approach to Segmentation.
- Authors
Chauhan, Vishesh Singh; Singh Kaurav, Rahul Pratap; Brochado, Ana
- Abstract
The article focuses on the challenges faced by Abhinav Tyagi, the Chief Marketing Head for Trestle India, in introducing a new product called Troko Trunch into a crowded market, particularly the breakfast cereal category. It explores issues related to product visibility, consumer awareness, distribution strategies, and the role of qualitative research in identifying target audiences.
- Subjects
CONSUMER behavior; MARKETING; NEW product development; CONSUMPTION (Economics); RETAIL industry; FAST moving consumer goods
- Publication
Abhigyan, 2023, Vol 41, Issue 4, p41
- ISSN
0970-2385
- Publication type
Article
- DOI
10.56401/Abhigyan/41.4.2023.41-52