Author(s): Basant Purohit
The primary subject matter of this case concerns pricing strategy by a café chain for a new product launch in an already existing product portfolio. Secondary issues examined include assessing the cannibalization effect on overall revenue of introducing the new product. The case has a difficulty level of five. The case is designed to be taught in one to one and a half class hours and is expected to require one and a half to two hours of outside preparation by students.