Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Santoor

Santoor soap provides an interesting insight into sustaining positioning strategies. The sustainable core proposition is all about creating, nurturing and sustaining brand positioning strategies (Schiffman, Wisenblit, & Ramesh Kumar, 2019). While the proposition of a brand can be managed and sustained with several approaches, Santoor provides an approach that illustrates the power of simplicity in the Indian context. This chapter does not posit that every brand can follow such a strategy and be rewarded with the same magnitude of success for over 32 years; instead, this chapter only reflects on a brand that has been able to sustain its positioning strategies with minimal changes, all the while appearing contemporary in a changing ...