TI Cycles: New Product Strategy (B)

Abstract

The case describes the market research carried out by TI Cycles for assessing the size and type of opportunity for geared bicycles in India. It presents the background of the company, the organization of the marketing function, the new product development process, and the performance till 1996-97. It describes in detail the simulated test market research carried out and its findings, for assessing the size and type of opportunity. A brief note on STM, prepared by the marketing agency of the company, is also given as a part of the case. Participants would be expected to understand the research plan, the simulated test marketing process, its findings, and interpret them. Further, they would also be expected to draw up briefs for designing the product and the communication.