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Tihar Jail (TJ), one of the largest prisons in the world also functions as a reformation and rehabilitation centre. As a part of this effort, it operates a factory and a baking school in its premises. A consultant had been employed by Tihar Jail to find solutions for the stagnation in sales revenue despite marketing quality products and garnering good reviews from customers. This case is suitable for first-year MBA-level course in marketing management as well as for more-focused courses in product marketing strategy, business strategy, consumer behaviour, organizational behaviour, sales and distribution, or public policy.
Keywords:
Branding,
Distribution,
Communication,
Packaging,
Rehabilitation of prisoners,
Jail,
Large
© 2012 by the Indian Institute of Management, Ahmedabad
2012
Indian Institute of Management, Ahmedabad
Licensed re-use rights only. Cases of the Indian Institute of Management, Ahmedabad, are prepared as a basis for classroom discussion. They are not designed to present illustrations of either correct or incorrect handling of administrative problems. Tha author acknowledges research assistance provided by Ms. Nishima Chowdhri (Research Associate, IIM Ahmedabad) and Mr. Anil Kashyap (NIFT, Kangra) and the support from Research & Publication Division of Indian Institute of Management, Ahmedabad.
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