The case examines the response of the non-users of shampoo in an emerging environment, namely India. The non-users belong to the lower end of the socioeconomic spectrum and they respond with their understandings about the class of shampoo and well-known brands.
The entrepreneur's challenge would be to obtain the penetrations, analyze the attitude of the non-users towards the class and brands, and prepare a strategy to place a brand new brand of shampoo (Superb brand) in the Indian mass market.
Super Shampoo Products and the Indian Mass Market case study solution
PUBLICATION DATE: November 30, 2010 PRODUCT #: 910A26-HCB-ENG
This is just an excerpt. This case is about GLOBAL BUSINESS
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