Daffodil Ultra Hair colour : defending against price competition in India / Jaydeep Mukherjee.

Format:

Book

Author/Creator:

Mukherjee, Jaydeep, (Economist), author.

Series:

SAGE Business cases.

SAGE Business cases

Language:

English

Subjects (All):

Product management--India--Decision making--Case studies.

Product management.

Consumer behavior--India--Case studies.

Consumer behavior.

Physical Description:

1 online resource : illustrations.

Place of Publication:

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

Summary:

Daffodil was a multinational hair care company with a 30% share of the INR 20 billion Indian hair color market in 2022. Its premium Daffodil Ultra Hair color had a decline of 20% in 2022 over the 2021 sales values. Anamika, the product manager of the brand, was tasked with developing a marketing plan for achieving 20%-unit sales growth in 2023. Anamika wondered if she could possibly tap into a much larger customer segment by repositioning the product as a special occasion product; or use sales promotion to push in new colours along with the existing favorites of the consumers; or launch Daffodil - Vibrant Hues to open up a new market by upgrading some of the mid-market users. Anamika knew that it was her call, and the results of her decision would have a profound impact on her career.

Notes:

Description based on XML content.

ISBN:

1-0719-4576-9

9781071945766

OCLC:

1417358688