Abstract

The caselet discusses the evolution of salt market from a commodity product to a branded product. It examines the entry of organized sector into salt market. The caselet describes in detail about marketing and positioning strategies of various branded salt product companies. It highlights the frequent repositioning and relaunch exercises of the branded salt product companies.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Marketing commodity products
• Branding strategies of Indian salt companies
• and Positioning strategies of Indian salt companies.

Keywords

Salt Market, Salt Penetration, Branded Salt Products, Positioning, Mind-Space, Market Share, User Involvement, Tata Salt, DCW Home Products Ltd., Captain Cook, Annapurna, Dabur, Nutrasalt, Iodized Salt, Health Platform, Marico, Saffola Salt, Dandi Salt, Buying Behavior, Low-Involvement Product, Nirma Shudh, Cargill, Naturefresh, Reposition, Relaunch