IDEAS home Printed from https://ideas.repec.org/a/wsi/acrjxx/v09y2005i02ns0218927505000678.html
   My bibliography  Save this article

Crane Supari

Author

Listed:
  • Sanal Kumar Velayudhan

    (Management Department, Birla Institute of Technology and Science, Vidhya Vihar Campus, Pilani-333031, Rajasthan, India)

Abstract

Crane Supari was a leading brand of betel nut pieces in South India. Crane Supari was perceived as a quality brand and was well accepted in urban areas, but this was not true in rural areas where the smaller brands dominated. The smaller brands had both effective and efficient distribution in rural markets. The servicing of the channel was superior in addition to the cost advantage for the small competitor. Betel nut pieces faced competition from other chewing products too. Faced with increasing category competition, the marketing manager of Crane Supari planned to tap the opportunity in the rural markets. This case explores the unique capabilities necessary to compete effectively in the rural market.

Suggested Citation

  • Sanal Kumar Velayudhan, 2005. "Crane Supari," Asian Case Research Journal (ACRJ), World Scientific Publishing Co. Pte. Ltd., vol. 9(02), pages 237-261.
    • Handle: RePEc:wsi:acrjxx:v:09:y:2005:i:02:n:s0218927505000678
    DOI: 10.1142/S0218927505000678
    as

    Download full text from publisher

    File URL: http://www.worldscientific.com/doi/abs/10.1142/S0218927505000678
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://libkey.io/10.1142/S0218927505000678?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wsi:acrjxx:v:09:y:2005:i:02:n:s0218927505000678. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tai Tone Lim (email available below). General contact details of provider: http://www.worldscinet.com/acrj/acrj.shtml .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.