The company `Blue Star' had introduced a machine solely for cooling beer bottles. But for many reasons, the sale of the bottle cooler was not as expected. In view of the poor sales figures, Blue Star conducted a market survey to understand the requirements of the wine shop owners' and their expectations from the company and its cooling machine. This article is based on the survey and discusses Blue Star company and its beer bottle cooler and the challenges it faced. The article discusses the strategies a company should adopt in order to convert a failed product into a success. This article can be used to explain the issues in the marketing strategy in a classroom.

Blue Star, India's largest central Air-Conditioning (AC) company as of 2007 and a leader in the field of commercial refrigeration equipment with products ranging from water coolers to cold storages, had introduced a `bottle cooler', especially for beer bottles, in 2005.

Blue Star was the first organization of its kind to introduce such coolers. Prior to that, wine shop- owners used locally made bottle coolers to cool beer bottles. So, the introduction of Blue Star bottle cooler was expected to bring in a revolution in the bottle cooler segment in India, but to the disappointment of the company the product flopped.

Blue Star Limited (originally known as Blue Star Engineering (Bombay) Pvt. Ltd.) was founded by Mohan T Advani in 1943. In 2005, Blue Star emerged as India's largest central air-conditioning company. It had an annual turnover of Rs. 931 cr, a network of offices in 29 cities in India, and three modern manufacturing facilities. Blue Star became a public limited company in 1969 with its corporate headquarters in Bombay (now, Mumbai).

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