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NFL’s Scoofles: Scooped with Marketing Research Problem?

CASELET, MARKETING RESEARCH
ET Cases, 7 pages

Case Preview

NFL’s Scoofles: Scooped with Marketing Research Problem?

 

The Delhi headquarters of National Foods Limited (NFL) was abuzz with activity. The regular quarterly strategy meeting of Senior Managers was on, in the boardroom. Only this time it was not a regular meeting. It would be an understatement to say that the mood was despondent.

NFL had, at the end of the 3rd quarter of 2003 launched their new product ‘Scoofles’ with much fanfare. Scoofles was described as “The best biscuit that man can buy for his best friend”. It was for the first time that the company, known for its biscuits and other baked products, ventured into pet food market beyond their traditional market. The initial sales overshot the company’s projected figures, but soon fell drastically...............

Teaching Note Preview

NFL’s Scoofles: Scooped with Marketing Research Problem?

 

Synopsis

Many a times, companies fail to define a problem correctly. Even if they define the problem correctly, the approach to solve that problem is limited largely by “factional” opinions, jeopardizing the organizational interests. This caselet, in the light of NFL’s Scoofles’ sales, presents a structured way to resolve an identified problem. When the correct problem is identified, half of battle is won and when the right approach along with execution is also in place, a definite solution is on the cards. Getting through an elaborate process to identify the organizational and appropriate marketing research problem forms the basis of this caselet.

Prerequisite Conceptual Understanding

The students/participants must be encouraged to read the following as it would not only broaden the context of learning but would also provide appropriate perspectives on Marketing Research:

  • • Naresh K. Malhotra and Satyabhushan Dash, “Defining the Marketing Research Problem and Developing an Approach”, Marketing Research An Applied Orientation, 6th Edition, Pearson Education, 2010 – To understand the process of defining the Marketing Research problem and the steps involved in it

 

Case Positioning and Setting

This caselet can be used in:

MBA Program – Marketing Research Course – To introduce the participants/students to the process of defining the marketing research problem; how to define the marketing research problem; factors affecting the definition process
MDPs/EDPs – To familiarize the participants with the importance and practical implications of defining marketing research problem

Assignment Questions

I. How would you define NFL’s Marketing Research Problem with the help of the following:

  • a. Discussion with Decision Makers
  • b. Interview with Experts
  • c. Secondary Data Analysis
  • d. Qualitative Research

 

II. What would be the relevant environmental factors that affect NFL’s Marketing Research Problem definition and what would be their impact?
III. ......................

Preamble to this Case Analysis

The purpose of this caselet is to introduce the participants/students to the importance and process of approaching marketing research problem. This should enable a deep sense of appreciation for the rigor and the required comprehension involved to define a marketing research problem and to outline the requisite process thereof to arriving at an appropriate marketing research dimension. As NFL’s case facts present, the senior leadership team had to define the problem correctly to identify an appropriate solution. This caselet may be orchestrated in the classroom as shown in Exhibit (TN)-I........................

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Abstract


This caselet is meant to introduce the participants/students to the process of defining Marketing Research Problem. National Foods Limited (NFL) has been one of India's leading biscuit manufacturers since 1970s. With its pronounced success in the biscuit category, it ventured into pet foods category in mid-2003. While the initial sales in the first quarter outnumbered the management's target sales, the subsequent quarters' sales were intriguing forcing the management to revisit their strategy. When Arun Verma (CEO, NFL) called for a meeting with its CXOs, no one seemed to have a precise answer, prompting them to undertake a marketing research that can define the problem precisely. What would be Management Decision Problem and what would be the consequent Marketing Research Problem?



Pedagogical Objectives

  • To introduce the concept and process of defining a Marketing Research Problem
  • To familiarize the 4-step process involved in defining a Marketing Research Problem with the help of Scoofles' intriguing sales performance
  • To discuss and debate on the relevance and implications of the differences between a Marketing Research Problem and a Management Decision Problem

Case Positioning and Setting

  1. MBA Program - Marketing Research Course - To introduce the participants/students to the process of defining the Marketing Research Problem; how to define the Marketing Research Problem; factors affecting the definition process
  2. MDPs/EDPs - To familiarize the participants with the importance and practical implications of defining Marketing Research Problem




This Case Pack Includes:
- Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)
$3.66
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