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Case Studies in Marketing by Jaydeep Mukherjee, Kanwal Nayan Kapil

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15

The Marinating Challenges in ‘B Daily Fresh’

BACKGROUND

Hi! This is your friend speaking to you after a good sweat jog in the stadium. I am holding a handbill that speaks about health and fitness, and about a new gymnasium located just opposite the stadium grounds. The interesting news it gives is that this gym is exclusively for joggers, and that it would be equipped with 20 modern treadmill machines. I wonder just how this person would run this business, and that too, at this location, and at what cost. So, that’s where I need your help and, believe me, I am also selfish in this matter because I have a similar problem with Bala, one of my friends, who had come to me recently for a consultation on a similar issue. Surely you have heard ...

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