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To recapture lost market share, tobacco giant R. J. Reynolds (RJR) developed Uptown, the first cigarette brand created and targeted specifically at a minority group—in this case, African-Americans. RJR planned to launch a six-month test market in Philadelphia in February 1990, which coincided with national Black History Month. The launch generated grassroots opposition from the black community in Philadelphia, which became intent on ensuring there was “No Uptown in our town or any town.”

After analyzing the case, students should be able to:

• Identify some of the complex issues surrounding targeting specific populations

• Recognize the importance of understanding cultural context

• Recognize the limits of profit-based decision-making

Identify some of the complex issues surrounding targeting specific populations

Recognize the importance of understanding cultural context

Recognize the limits of profit-based decision-making

This case describes the challenges faced by Amul in organising dairy farmers into a co-operative and creating continuous opportunities for value addition. Participants in the case discussion are required to review the developments in the organisation and recommend a strategy for the future.