Besides an initiative to make a repositioning strategy for its soap products and to build up its herbal soap offering, among the front-runners in the Indian skincare marketplace researched the perception of the brand image, using survey data to compare its own image with those of two of its most powerful opponents. The challenge for the brand was to reposition itself and develop its equity after taking into account the perceptual outcome of the study along with the prevailing placement of soap brands. Writers S. Ramesh Kumar, Venkata Seshagiri Rao and Narayana Trinadh Kotturu are affiliated with Indian Institute of Management.
PUBLICATION DATE: April 11, 2014 PRODUCT #: W13661-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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