Grasim Industries Ltd and VSF - Expanding a Commodity Market through Branding and CRM
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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.
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Case Details: |
Price: |
| Case Code |
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BSTR214 |
For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extra
ThemesBusiness Strategy |
Product Development |
| Case Length |
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22 Pages |
| Period |
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1999-2006 |
| Organization |
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Grasim |
| Pub Date |
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2006 |
| Teaching Note |
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Available |
| Countries
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India |
| Industry |
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Textile,
Apparel, and
Accessories |
Abstract:
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Grasim Industries Ltd. is a dominant player in the Indian Viscose Stable Fiber market and one of the leading players globally. The case begins with a profile of the Indian VSF market. It then outlines the impact of fluctuations in the prices of alternate fibers, mainly cotton and polyester, on the demand for Grasim's VSF. The case describes in detail the unique business strategy, 'Service beyond VSF', adopted by Grasim with the intention of promoting the usage of its VSF and reducing the impact of price fluctuations in substitute fibers. The case outlines the value added services, and branding and product development initiatives, that the company has carried out to realize its objectives. The case ends with a discussion on the future prospects of Grasim.
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Issues:
» To provide insights into the nature of commodity markets, and the market for
man-made and other fibers in India
» To understand the impact of price fluctuations of substitute products, on the
demand for a commodity product
» To appreciate the various problems faced by manufacturers of commodity products, and more specifically, VSF
manufacturers
» To provide insights into the means by which a commodity product can
transformed into a branded product, with more stable demand and less likelihood
of substitution
» To understand the contribution of new product development to the growth of an
industry
Contents:
Keywords:
Viscose Staple Fiber, Birla, Branding, Value addition, Commodity, Cotton, Polyester, Substitutes, Price fluctuation, Value chain, Spinners, Knitters , Yarn
Grasim Industries Ltd and VSF - Expanding a Commodity Market through Branding and CRM
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