Daffodil Ultra Hair colour : defending against price competition in India /

Daffodil was a multinational hair care company with a 30% share of the INR 20 billion Indian hair color market in 2022. Its premium Daffodil Ultra Hair color had a decline of 20% in 2022 over the 2021 sales values. Anamika, the product manager of the brand, was tasked with developing a marketing pla...

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Bibliographic Details
Main Author:	Mukherjee, Jaydeep, (Economist) (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2024.
Series:	SAGE Business cases.
Subjects:	Product management > India > Decision making > Case studies. Consumer behavior > India > Case studies. Consommateurs > Comportement > Inde > Études de cas. Electronic books.
Online Access:	Connect to the full text of this electronic book

Description
Summary:	Daffodil was a multinational hair care company with a 30% share of the INR 20 billion Indian hair color market in 2022. Its premium Daffodil Ultra Hair color had a decline of 20% in 2022 over the 2021 sales values. Anamika, the product manager of the brand, was tasked with developing a marketing plan for achieving 20%-unit sales growth in 2023. Anamika wondered if she could possibly tap into a much larger customer segment by repositioning the product as a special occasion product; or use sales promotion to push in new colours along with the existing favorites of the consumers; or launch Daffodil - Vibrant Hues to open up a new market by upgrading some of the mid-market users. Anamika knew that it was her call, and the results of her decision would have a profound impact on her career.
Physical Description:	1 online resource : illustrations.
ISBN:	9781071945766 1071945769