Adarsh is working at Nest India Foods Private Limited(NIFPL). He was recently promoted to a senior Marketing role by his firm. NIFPL has been around for more than 10 years now, and is used by millions of Indians in their daily diet - Pulses, Wheat, Basmati Rice among the most used. All the items produced by NIFPL have been approved by the Food and Drug Administration.
NIFPL is planning to introduce a new Protein supplement to the market - Market Research has shown that a large number of people suffer from protein deficiency and are constantly purchasing supplements. NIFPL believes that by launching a supplement, they can increase their profits by over 75 Crores in the next fiscal year. The marketing team at NIFPL have gathered today to discuss the new product and plan the marketing strategy to launch "Protein supplement".
After the discussion, the marketing team comes with a comprehensive three month plan - The marketing strategy will involve a sticker on the product touting the health benefits of the supplement and NIFPL's relation to it. Everyone at the meeting appears to be impressed, especially since NIFPL's production line has plenty of spare capacity. Indeed, most of the products the firm produces are in the mature phase of their life cycle and the NIFPL is continuously exploring new sources of growth.
At a dinner gathering with his friends, Adarsh asks his friends about consumption of protein supplements by them - almost 30% of them say they use some form of protein supplement. Adarsh is convinced that the new product by NIFPL will be a huge success.
NIFPL launches the protein supplement product and it turns out to be a huge success. Over the next six months revenues are on track to meet the expectations. At around this time, Adarsh, while browsing the web comes across several, yet unpublished, studies linking protein supplement to reduction in body immunity. What is more startling is that, the new protein supplement product was used in many of the trials carried out. Adarsh now begins to doubt the positioning of the product. He is also aware that if he has access to these studies, the Food and Drug Administration will almost certainly have access to them.