Phalawan’s had been offering snack food, fast food, and sweets with its four outlets in Jammu, India. The company not only had the prominent market share in Jammu and Kashmir but was also enjoying the presence in other markets of India. However, Pahalwan was leading the market, but the entrance of local, national, and international players in the market had created the intense competition.
Along with the competition, the divergence in the consumer preferences also began to affect its sales. The major drawback was the lack of efforts by the company, in branding its product. So, the company needed a new marketing strategy, and a strategy that could increase its sales. Pahalwan’s needed to enlarge its product line along with market development in order to increase its market share. The author, Subhadip Roy, has the affiliation with Indian Institute of Management Udaipur while Jyoti Sharma has the affiliation with University of Jammu.
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