Marketing Air Coolers

Abstract

Sheetal Air Cooler is an innovative product with high technical and aesthetic features introduced in the Indian market in the late eighties. The case narrates problems and dilemmas faced by the entrepreneur to the initial stages of the life of the enterprise in the context of marketing. Starting with a local market in Ahmedabad city, the company expanded its operations to the entire Gujarat and Western region in the next year and later all- India. This was beset with problems of logistics as well as promotion. This case is a useful tool to teach marketing of a new product and the problems faced in the start up and survival stages of small/ medium enterprises.