Tihar Jail Products – Branding, Distribution and Communication Strategy
Publication date: 1 January 2012
Abstract
Tihar Jail (TJ), one of the largest prisons in the world also functions as a reformation and rehabilitation centre. As a part of this effort, it operates a factory and a baking school in its premises. A consultant had been employed by Tihar Jail to find solutions for the stagnation in sales revenue despite marketing quality products and garnering good reviews from customers. This case is suitable for first-year MBA-level course in marketing management as well as for more-focused courses in product marketing strategy, business strategy, consumer behaviour, organizational behaviour, sales and distribution, or public policy.
Keywords
Acknowledgements
Prepared by Professor Dheeraj Sharma, Indian Institute of Management, Ahmedabad.
Citation
Sharma, D. (2012), "Tihar Jail Products – Branding, Distribution and Communication Strategy", . https://doi.org/10.1108/CASE.IIMA.2019.000065
Publisher
:Indian Institute of Management Ahmedabad
Copyright © 2012 by the Indian Institute of Management, Ahmedabad