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Case Title:

Corporates join the Sudoku bandwagon

Publication Year : 2006

Authors: Ruchi Mankad & Dr. A.V Vedpuriswar

Industry: Education


Case Code: MKS0047A

Teaching Note: Not Available

Structured Assignment: Not Available

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The logic and placement puzzle Sudoku which was designed for the first time in the 1970s became popular worldwide in 2005. Published in more than 180 newspapers and numerous books worldwide, the puzzle had become a hot favorite among puzzle solvers. Many newspaper and book publishing companies claimed that it had been instrumental in increasing readership. Many companies and forms of media aligned their marketing strategies with Sudoku to benefit from the burgeoning craze. For fans and industry it had become a global phenomenon and had revitalised the craze of puzzles. But despite the growing popularity, many analysts wondered whether Sudoku’s craze would sustain or it would turn out to be a passing fad.

Pedagogical Objectives:

  • To trace the history of the logic and placement puzzle, Sudoku
  • To discuss the marketing strategies of various forms of media and companies that were formulated, centered around Sudoku
  • To debate on the sustainability of its craze.

Keywords : Sudoku, Japan, logic and placement puzzle, Marketing Strategies Case Study, crossword, newspapers, magazines, books, readership, marketing strategy, The Times, Wayne Gould, Howard Garns, best seller, forms of media, Nikoli, memetics, promotional tool, radio, toys


  • The world of Puzzles
  • Sudoku
  • History
  • Sudoku Revisited

  • A global craze
  • The allure of Sudoku
  • A promotional tool
  • Future

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