| Kaps Ice Cream: Should It Enter the Premium Segment? - Teaching Note |
| 作者姓名：T. Sai Vijay; Sanjeev Prashar;Vinita Sahay; |
| 商品類型： | 商品編號：8B16A041 |
| 出版日期：2016/09/15 | 內容長度：15 頁 |
Teaching note for product 9B16A041.
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| Kaps Ice Cream: Should It Enter the Premium Segment? |
| 作者姓名：T. Sai Vijay; Sanjeev Prashar; Vinita Sahay; |
| 商品類型：Case (Field) | 商品編號：9B16A041 |
| 出版日期：2016/09/15 | 內容長度：14 頁 |
On November 1, 2015, the four founders of Kaps Foods India Private Limited (Kaps) invited external business consultants to a business strategy meeting. The ice cream industry was moving toward the premium segment of the market, and Kaps was eager to move out of its stagnant phase. However, two of the four founders were skeptical about the acceptance of the Kaps brand in the higher-end market. They believed that the market would always consider Kaps .....more
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