..., but marketers were still experimenting with the tools and tactics of social media for marketing. Understand the relevance of social media for product launches as a function of contextual factors such as nature of product, media habits, and company credibility. Learn about the applicability of social media...

... and its associated cultural dynamics? Were there any target groups that would have been “safe” for this type of product launch? Why was the Uptown launch viewed more negatively than other marketing campaigns that had targeted minority populations? Did RJR take a justifiable business risk...

... Alcoholic beverage industry Competitor analysis Market potential Pareto rule Product launch Gopalakrishnan Narayanamurthy and Anand Gurumurthy The launch plan for Roulette, a premium segment brandy manufactured by John Distilleries Private Limited (JDPL), needs to be designed...

... of new technology/product launch in the market, given the existing competitors. This would help in understanding the 4 Ps better, and, raising a good platform for discussion in the classroom. A financial analysis aspect is also given, which would help students to draw an inter-disciplinary perspective...