Read the case and answer the questions given below:

Soomesh Sharma grew up in a robust North Indian family where taking medicines for petty problems was frowned upon. Elders in the family believed that minor ailments could be cured by appropriate precaution and diet control. Soomesh particularly remembered how he was chided for wanting to eat ice-cream when his throat was sore. He was not only denied his favorite ice-cream but was also administered liberal doses of ginger juice.

Soomesh majored in commerce in college and rounded off his studies with an MBA in marketing from the USA. He returned to India and bought out Cool Cream Pvt. Ltd., a company recognized as the manufacturer of finest ice-creams throughout the country.

Soomesh was visiting his elder sister who stayed in another town when his throat became infected. Out of old habit, he gave up ice-cream and asked his sister for some ginger juice. His sister, out of sympathy for her brother, mixed some ginger juice in a bowl of ice-cream and Soomesh ate the innovative product with great delight. The entrepreneur in Soomesh told him that his sister had an excellent marketable product. Shortly after returning to his company, Soomesh instructed the R and D center at Cool Cream to develop a ginger ice-cream. The product so developed was named Adrak Ice-Cream and was tested in the market. The concept of an ice-cream containing ginger, which would protect the throats of those who relished ice-creams, was seen to have been well received.

Soomesh, thereafter, called a conference of various department heads to work out a pricing strategy for Adrak Ice-Cream. The manager of finance wanted the price to be cost of the product plus a 100 percent profit. The R and D chief supported him. He emphasized that the product would be copied in no time and Cool Cream would lose all the advantages and investments for developing the idea. The sales team advocated a low price to introduce the product so that it would be accepted in the market. The manufacturing manager was not willing to compromise on the quality to cut the price/cost. He insisted that Cool Cream must maintain its fair name at all costs. The purchase manager pointed out to the difficulties of buying and keeping stocks of an agricultural product like ginger. He added that this would add to the costs.

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35 Marks - Give Detailed Extensive answers.

1. Recommend marketing strategies for Soomesh Sharma.

2. Develop a positioning plan for Adrak Ice Cream.