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This study aims to examine the effects of various physical and chemical pre-treatments on antioxidant properties of tree bean (Parkia roxburghii G. Don) in combination with storage conditions.

The whole pods and seeds of tree bean were treated with gamma rays (γ-rays), sodium hypochlorite (NaOCl), chlorine dioxide (ClO₂) and hydrogen peroxide (H₂O₂) and stored at room temperature (RT, 25°C) for 30 days. The physical and chemical pre-treated seeds and pods were compared with the same stored at RT and refrigerated storage at 4°C and −20°C. During storage, physical (moisture content) and antioxidants like total phenolics, ascorbate content, reduced glutathione, total flavonoids, along with free radical scavenging activities (FRSA) were measured.

Chemical pre-treatments with NaOCl, ClO₂ and H₂O₂ significantly accelerated (p = 0.05) the total phenolics (1.9 mg/g FW in seeds and 2.4 mg/g FW in pods), flavonoids content (0.3 mg/g FW each in seeds and pods) and ABTS activities (73.3 per cent in seeds and 92.3 per cent in pods) at 30 days of storage. A significant decrease (p = 0.05) in ascorbate content (6.1 mg/g FW in seeds and 3.5 mg/g FW in pods), reduced glutathione (5.1 mg/g FW in seeds and 3.7 mg/g FW in pods), FRAP (0.3 mg equi Fe/g FW in seeds and 0.4 mg equi Fe/g FW in pods) and reducing power (1.8 mg/g FW in seeds and 3.7 mg/g FW in pods) was observed under all the treatments at 30 days of storage. However, DPPH increased under γ-irradiation and decreased under chemical pre-treatments, storage at RT and refrigerated storage. The overall result showed that pre-treatment of H₂O₂ at 10-20 mM maintains antioxidants and radical scavenging activities in tree bean during storage.

The application of H₂O₂ at 10-20 mM prior to storage of tree bean maintains the physical, antioxidant properties and FRSA in tree bean seeds and pods as compared to natural ambient conditions. Hence, this technique will help in improving the keeping quality of this legume and avoid spoilage after harvest for an extended period.

Besides the metrics developed to measure the impact of the video campaign run by the company, the case has serious practical implications for all companies in emerging markets selling budget/low-cost products. Marketing managers can take note of these key performance indicators in evaluating the success of their social media campaigns.More importantly, students need to understand how the campaign managed to integrate uninitiated and less-privileged consumers to the world of social media with aspirational sentiments.

The case deals with a digital media planning activity for a low-cost handset company based in India. TRIVIA International Ltd is a manufacturer and marketer of smart phones and feature phone in the price range of below US$70–100 and US$20, respectively. The phones cater to low-income consumer bracket, which forms the vast microcosm of India. The consumer base is huge, but the purchasing power is very low, so they are at times referred to as the micro-consumer in Bottom of Pyramid approach. To approach this consumer base, Trivia planned a very engaging campaign on social media that yielded positive results, contrary to popular belief that only high-income individuals explore the social media intensively through their smart phones. The chapter ends with a set of recommendations for all digital managers who want to analyse their campaigns effectively via awareness, sentiment and engagement metrics.

The case is meant for all post graduate programs in Business Management, which include the MBAs, Masters in Business Administration and the Executive Development program for managers. The case can also be used in Part Time Business Management programs held over weekends for working professionals. Most likely the students are going to handle this case in their second year of a full-time program or at an advanced level of their career development programs. The subjects so mentioned here were offered as electives or areas of specialization. It is presumed that the students undergoing these courses have basic understanding of marketing management.

Teaching notes are available for educators only.

CSS 8: Marketing.