Toilet cult in Bollywood : marketing Toto in India / Maria Kniazeva.

Format:

Book

Author/Creator:

Kniazeva, Maria, author.

Series:

SAGE Knowledge. Cases.

SAGE research methods. Cases.

SAGE Knowledge. Cases

SAGE research methods. Cases

Language:

English

Subjects (All):

Tōtō Kiki Kabushiki Kaisha.

Product management--Case studies.

Product management.

Tōtō Kiki Kabushiki Kaisha--Case studies.

Technological innovations--Case studies.

Technological innovations.

Toilets.

Sewage disposal.

India.

Sewage disposal--India--Case studies.

Toilets--India--Case studies.

Genre:

Case studies.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2019.

System Details:

text file

Summary:

A century-old Japanese company, TOTO Ltd is the world's largest manufacturer of toilets. Its brand has become a household name in Japan, and its sanitary wares are admired globally. Targeting well-off consumers, the company has positioned its products as everyday luxuries. Known for constant technological innovation, TOTO recently launched its newest "Washlet" model with a sticker price of USD 6,000, which was instantly back ordered. The company has had less success in India, a country that TOTO's leadership has designated a new long-term development market. Seeing opportunity in the fact that 500 million residents in India relieve themselves in the open, TOTO's management discovered that many rural communities resist using toilets. Used to marketing state-of-the-art toilets to fastidious global consumers, the company president Madoka Kitamura is attempting to find a way to make the rural population in India embrace TOTO's toilets.

Notes:

Includes bibliographical references and index.

No ILL or scholarly sharing allowed.

Description based on XML content.

ISBN:

9781526477149

OCLC:

1089141874

Access Restriction:

Restricted for use by site license.