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Title ‘Meri Pasand’ needs strong marketing plan

Written by Prof. Reena Patel

Students will understand and learn about 4Ps, business models, Segmentation,
Learning Outcomes Targeting and Positioning.

Prof. Patel was perturbed to see a dismal face of Mr. Karan who used to be an
over- enthusiast, gregarious and scholar student of his class. Karan, a young
entrepreneur, looks absolutely dejected while sharing his problems with his
professor, who taught him marketing subjects and encouraged him during his
early stage of startup. Prof. Patel was eager to know what went wrong with
KARAN and his startup “Meri Pasand”. It was a small startup by Karan and his
friend Rutvi and they started their business in 2019. They were into cooking
and selling of innovative customized dishes. Introductory range of dishes
includes Gujarati sweets, Healthy Salads, Fast specific recipes. Most of the
products from the bouquet of Meri Pasand were made out of the organic
ingredients, desi Ghee and fresh vegetables and that was the USP proposed
them to their target audience which mainly consist of local region. Most of
their products were in the range of INR 200 to INR 500.

As Karan has done his master’s in business administration and also learned a
course on entrepreneurship, he has left no stone unturned before launching his
startup and has conducted initial market surveys and feasibility analysis for his
products and business ideas. They did market surveys by meeting different
Scenario people, exploring startups on the internet, then they developed Minimum
Viable Product (MVP) and then final products. After that they did pilot study by
doing some exhibitions, participating in business fairs, collaboration with
established brands and by promoting on social media. In fact, the results of the
pilot study were also very encouraging.

In the journey of Meri Pasand, they find 3 kinds of people in their market
validation trial:
1) Who just praised the idea
2) Who praised the idea and buy products
3) Neither praise nor purchased
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They get initial traction in the Product: Market Fit but after sometime they find
stagnancy in both sales and growth. Both co-founders look depleted as they
were very passionate for Meri Pasand and have poured their hearts out for its
success.
After doing reflection they came to know that they might have made a few
mistakes in market research, segmenting, targeting and positioning and
drafting of 4 Ps of marketing.

Karan looks forward to his Prof.Patel to guide him further and suggest a way
ahead to overhaul his business.

Being students of Prof. Patel , Suggest a strong marketing plan by doing a

market survey, framing STP strategy, and redefine the 4Ps of Marketing.

Assessment Strategy Prepare a presentation including complete solution of given problem in

group of 3.

Assessment Rubric
Uploaded on Canvas

Annexures NA
(Tables/ Charts/
Figures, etc
related to
problem)
References New PBL