Case Studies in Marketing

2

Reinventing the Umbrella BrandThe Ambico Way^∗

If your brands dominate the market, there’s only one thing left to do: reinvent them!—Byline from an FMCG company presentation

AN INTRODUCTION TO THE PLAY

India is (and will remain for some time) a very young country. The average age in 2010 is approximately 25 years, and by 2020 it will be around 29 years. The urban population between the ages of 15 to 34 years is expected to be 38 million in 2011. A rising disposable income and a young population will create a new set of buyers—buyers who will have not only higher spending power but also the ability and the knowledge to make informed choices. Urban Indians are also becoming conscious of their looks and the health, beauty, wellness segments are ...