Branding of Chhokra (Record no. 31037)

MARC details
000 -LEADER
fixed length control field 01391pab a2200205 454500
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 140923b0 xxu||||| |||| 00| 0 eng d
040 ## - CATALOGING SOURCE
Transcribing agency Welingkar Institute of Management Development & Research, Mumbai
Original cataloging agency Welingkar Institute of Management Development & Research, Mumbai
041 ## - LANGUAGE CODE
Language code of text/sound track or separate title ENG
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number
Item number Rah
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Rahman Zillur
245 ## - TITLE STATEMENT
Title Branding of Chhokra
250 ## - EDITION STATEMENT
Edition statement 3
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc.
Name of publisher, distributor, etc. Jul - Sep 2009
Date of publication, distribution, etc. 0
300 ## - PHYSICAL DESCRIPTION
Extent 61-68 Pp.
490 ## - SERIES STATEMENT
Volume/sequential designation 13
520 ## - SUMMARY, ETC.
Summary, etc. The case deals with a local Indian company manufacturing Chhokra laundry soap. The company expanded its portfolio by introducing Chhokra detergent powder and Chhokra mustard oil. The company diversified by launching beauty and skin care product, by launching two products under the Merci brand name, and by launching Chhokra Shine Star, a dish washing bar. For over three decades the company remained market leader in the local markets. The company was on its way to transform itself from regional brand to national brand and was contemplating its next move: Lower income rural and urban customers versus a broader customer base, umbrella branding versus family brand names versus individual brand names, product portfolio expansion versus rationalisation.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Case Study-Marketing, Branding, Rural Markets
856 ## - ELECTRONIC LOCATION AND ACCESS
Uniform Resource Identifier <a href="http://192.168.6.13/libsuite/mm_files/Articles/AR11243.pdf">http://192.168.6.13/libsuite/mm_files/Articles/AR11243.pdf</a>
906 ## - LOCAL DATA ELEMENT F, LDF (RLIN)
a 33705
Holdings
Withdrawn status Lost status Damaged status Not for loan Home library Current library Date acquired Cost, normal purchase price Total Checkouts Full call number Barcode Date last seen Cost, replacement price Price effective from Koha item type
        Main Library Main Library 16/01/2010 0.00   Rah AR11243 23/09/2014 0.00 23/09/2014 Articles

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