http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
Bhaskar Gupta used his decade-long experience in a large multinational consumer products company to start Dermacare in India in March 2022. He launched premium skincare products in the niche segment of affordable luxury in March 2023. After the initial success of selling the product in the market, Gupta arranged funds from family and planned to scale up the business beginning in August 2023. Two-thirds of the Dermacare sales were through dermatologist prescriptions, which was both profitable and a great route of demand generation with the credibility of experts. However, scaling up would require reaching the mass market through other marketing and channel mixes. Gupta now focused on resolving the two tricky decisions of finalizing the positioning and go-to-market strategy. Students will be asked to evaluate the market opportunity available to Gupta, suggest ways of inducing customer trials of a product for which expensive packaging is the key differentiator, recommend a plan to keep the consumers engaged with the social media promotional campaigns, and design the go-to-market strategy as the company planned to scale up.