Mortein Vaporizer: What lies beneath Brand Positioning? Case Analysis
Antony,Suresh Paul
Mortein Vaporizer: What lies beneath Brand Positioning? Case Analysis - India Sage Jul-Sep 2013 - Jul-Sep2013, Vol. 38 Issue 3, p141-150. 10p. - Vikalpa: The Journal for Decision Makers .
The article presents case analyses of the mosquito repellent Mortein Vaporizer from Reckitt Benckiser Group PLC in India. It discusses the attempt of brand manager Hari Panda on how to improve the marketing of the brand as it is not doing very well. It discusses problems relating to the re-launch of the Mortein Vaporizer as Mortein PowerGard.
PRODUCT failure
MARKETING strategy
MARKETING planning
Case Analysis
Mortein Vaporizer: What lies beneath Brand Positioning? Case Analysis - India Sage Jul-Sep 2013 - Jul-Sep2013, Vol. 38 Issue 3, p141-150. 10p. - Vikalpa: The Journal for Decision Makers .
The article presents case analyses of the mosquito repellent Mortein Vaporizer from Reckitt Benckiser Group PLC in India. It discusses the attempt of brand manager Hari Panda on how to improve the marketing of the brand as it is not doing very well. It discusses problems relating to the re-launch of the Mortein Vaporizer as Mortein PowerGard.
PRODUCT failure
MARKETING strategy
MARKETING planning
Case Analysis
