The Indian Kitchen Salt Market - Brand Wars
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG044 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemesBrand Management |
| Case Length |
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10 Pages |
| Period |
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1991 - 2002 |
| Pub Date |
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2003 |
| Teaching Note |
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Not Available |
| Organization |
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Kuwar Ajay Group of Industries, HLL, Tata Group |
| Industry |
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FMCG |
| Countries |
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India |
Abstract:
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The case describes in detail the evolution of the Indian salt market from the 1980s to 2002 and provides insights into the organized sector's increasing interest in the market.
The rationale behind the marketing strategies adopted by different players in the organized sector and their positioning and promotional strategies have been examined.
The reasons for the continuous re-launch and re-positioning of brands by the players in the organized sector have been examined. The case essentially tries to show how the Indian salt market evolved from the commodity stage to the branded stage.
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Issues:
» Understand the need, approach and implementation of the marketing strategies and the media mix an organized player adopts to sustain itself in a market that is moving from a 'commodity' stage to a 'brand' stage.
Contents:
Keywords:
Evolution, salt market, 1980, 2002, organized sector, rationale, marketing strategies, organized sector, positioning, promotional strategies, continuous, re-launch, re-positioning, organized sector, commodity stage, branded stage
The Indian Kitchen Salt Market - Brand Wars
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