Abstract

The caselet provides an overview of generic category promotions in India and some of the key generic category promotions carried out over the years. The caselet focuses on the objectives of these campaigns and the factors that led to various industry associations like Indian Steel Association and Indian Tea Association, to take up such initiatives.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Promoting commodity products
• Generic category promotions and its relevance in India
• and Challenges in executing generic category promotions.

Keywords

National Egg Coordination Committee (NECC), Indian Tea Association (ITA), Commodity Products, Indian Steel Association (ISA), Commodity Advertising, Generic Category Promotion, ‘Got Milk?’, Attitudinal Blocks, American Health Foundation, O&M and Bird Flu disease.