Normal view MARC view ISBD view

Branding of Chhokra

By:

Rahman Zillur

Material type: Article

ArticleLanguage: ENG Series: ; 13Publication details: Jul - Sep 2009 0Edition: 3Description: 61-68 PpSubject(s):

Case Study-Marketing, Branding, Rural Markets

DDC classification:

Online resources:

Click here to access online

Summary: 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.

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Articles	Main Library	Rah (Browse shelf(Opens below))	Available		AR11243

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.

There are no comments on this title.

to post a comment.