Business Communication, 2nd Edition

Chapter 1

Where Are We Now?

INTRODUCTION

Smriti, a brain tonic, is an over-the-counter drug to enhance memory. It was launched in January 2007. This “new to the market” product was a huge success in its initial launch in the western states of India. Following this success, the brand was promoted nationally.

The drug is based on a formulation prepared by Central Drug Research Institute (CDRI), Lucknow, after 18 long years of research. The formulation is based on “Brahmi”, a natural plant native to India. It had been tested over a period of time and was certified by CDRI/CSIR to be safe before it was introduced into the market for commercial purposes.

Since the launch of the product, its sales figures have seen typical variations. Sales have zoomed ...