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FieldTurf Tarkett India: challenges and opportunities in new markets

Srividya Raghavan (ICFAI Business School, IBS, Hyderabad, India)

Publication date: 1 October 2011

Issue publication date: 1 October 2011


Subject area

Marketing, marketing communication and business strategy.

Study level/applicability

Graduate level and some core courses in undergraduate level.

Case overview

The case describes the evolution of a start-up company, Great Sports Infra Pvt Ltd, which had acquired the exclusive dealership of the largest artificial sports surface products company – FieldTurf Tarkett. Great Sports Infra was started as a small business with a capital of INR 5 million, by Mr Anil Kumar who had won the exclusive license to sell the FieldTurf brand of artificial turf in India and the SAARC region. FieldTurf was a well entrenched brand for playing surfaces in several developed countries around the world. The size, scope and consumer base of the Indian market was vastly different from the mature markets in which FieldTurf was a well established brand. Anil had to find a market for the product in India which was a classic context of “existing product entering a new market” – in this case an emerging market. Identifying new markets and targeting them with a relevant marketing mix and communication mix were the dominant challenges faced by Anil. Having developed the market in India, he now faces competition from cheaper manufacturers and limited growth in the sports infrastructure. The students must deliberate on current strategies and suggest strategies for the future growth of the product in this market.

Expected learning outcomes

  • Challenges of an established brand entering a new market in the emerging economies. Using Ansoff's matrix to identify the nature of challenges.

  • Understanding positioning strategy.

  • To understand how to extract IMC strategy from business strategy.

  • Targeting each segment differently but keeping the message consistent following the principles of principles of IMC, i.e. harmony, consistency and synergy.

  • Understanding the role of 6Ms in designing a communication plan.

  • Understanding how to identify appropriate media mix.

  • Understanding the holistic IMC framework.

Supplementary materials

Teaching notes.



Raghavan, S. (2011), "FieldTurf Tarkett India: challenges and opportunities in new markets", , Vol. 1 No. 4.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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