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Case Studies in Marketing by Sidharth Balakrishna

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9

All Out’s Audacious Strategy

BACKGROUND

In countries such as India, the market for mosquito repellents is quite large. This is because of the prevalence and incidence of a number of diseases associated with the bite of mosquitoes—dengue, encephalitis, malaria, etc.1 In spite of the best efforts of the government, the occurrence of such diseases continues to remain high. A pointer to this is the fact that even during such a high-profile event such as the XIX Commonwealth Games in New Delhi in October 2010, the authorities were battling an outbreak of dengue. Even in the upmarket Games Village constructed by the authorities for the athletes participating in the games, there were fears of the incidence of dengue due to issues related to water ...

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