Oralium : managing products and markets for growth / P. Balakrishnan menon, Alex N. Joji.

Format:

Book

Author/Creator:

Balakrishnan menon, P., author.

Joji, Alex N., author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Roofing industry--India--Case studies.

Roofing industry.

Roofing industry--Marketing--Case studies.

Roofing, Aluminum--Marketing--Case studies.

Roofing, Aluminum.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2024.

Summary:

Oriental Metals has a unique track record of over three decades as a trader and lately as a manufacturer of Oralium, to become the leader with a 50% market share in the aluminum roofing category in Kerala. Nevertheless, the entrepreneurs were anxiously deliberating Oralium's paltry national market share of 5%, indicating the failure of its pan-India growth strategy. The company's leadership was looking into ways to transform Oralium into a winning category brand at the national market by deploying a time-bound marketing strategy. The enormous resources needed to be deployed to attain a national market visibility and growth was adding to the existing gargantuan challenge of creating a consumer shift to the aluminum roofing category. The leaders pondered whether Oralium could succeed by growing nationally at a faster pace fighting the established players, and if so, how?

Notes:

Description based on XML content.

ISBN:

1-0719-2436-2

9781071924365

OCLC:

1417356554