The Indian Kitchen Salt Market - Brand Wars

  
Case Study | Case Studies in Business, Management

ICMR HOME | ICMR Case Collection

To download The Indian Kitchen Salt Market - Brand Wars case study (Case Code: MKTG044) click on the button below, and select the case from the list of available cases:



Current Exchange Rates
INR 300.00 = USD ($),
                 = GBP (£),
                 = EURO (€)
Currency data courtesy coinmill.com
INR is INDIAN RUPEES (Rs.)

» Marketing Case Studies Collection
» Mini Cases on Marketing Management
» Micro Cases Studies on Marketing
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies

Google
Webicmrindia.org
My status


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.

Register for the IBSAT 2008 Bulletin & Application Form
Click Here




Case Details:

Price:
Case Code : MKTG044 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Brand Management
Case Length : 10 Pages
Period : 1991 - 2002
Pub Date : 2003
Teaching Note : Not Available
Organization : Kuwar Ajay Group of Industries, HLL, Tata Group
Industry : FMCG
Countries : India

Abstract:

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.

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:

  Page No.
Introduction 1
Background Note 2
Salt Battles (I) - Companies Entering The Market 4
Salt Battles (II) - Companies Fight it Out 6
The Future 8
Exhibits 9

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 - Next Page>>

  

Case Studies Links:- Case Studies, Mini Case Studies, Micro Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Workbooks, Case Volumes.