| Case Title |
BodyKare Limited |
| Case Author(s) |
Supratim Sarkar
|
| University |
T. A. Pai Management Institute
(TAPMI), Manipal, India |
| Abstract |
BodyKare Limited had successfully challenged national brands to mark
its presence in the cosmetics market. They had revolutionized the market
by introducing low priced, shampoo sachets and expanded the market dramatically.
However, one of their brands was not moving in the rural areas and urban
slums of some of the states. A management trainee had recently surveyed
these markets and had just finished his impressive presentation to the MD
of BodyKare. He was asked the dreaded question: "If you are the brand manager,
what would you do?" |
| Available In |
MIP Case Collection |
| Publisher |
T. A. Pai Management Institute (TAPMI),
Manipal, India |
| Publisher Case No. |
1998-2000-04 |
| Distributor(s) |
T. A.
Pai Management Institute (TAPMI), Manipal, India
|
| Pub/Rev Date |
04/01/2000 |
| ISBN |
|
| Case Length |
5 |
| Teaching Note |
No |
| Pub TN Ref No. |
|
| Pages (TN) |
|
| Issues |
Brand Management; Rural Marketing
|
| Organisation(s) |
|
| Countries |
India |
| Industry |
Consumer Goods & Services |
| Period Covered |
1998-2000 |
| Level |
Postgraduate |