The case assesses the consumer behavior choice in the instance of detergents sold Reliance Retail, in an Indian retail store. The protagonist, Parul Khanna, the house brand (private label) manager at Reliance Retail desired to understand whether promotions have any short-term or long-term impact on brand changing and customer retention.
Sudz, the house-brand detergent sold by Reliance Retail, was imagined as a cost effective detergent, giving analogous wash results as some of the recognized national brands for example Surf, Rin, Ariel, etc. Is there a demand to interfere in the marketplace and make a "catalyst" effect? Pupils are anticipated to assess the impact of promotion on brand switching and brand loyalty among detergent purchasers.
PUBLICATION DATE: June 01, 2013 PRODUCT #: IMB415-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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