CASE 4
Rural Search
When Nitya, an MBA project student from Sri Padmavathi Mahila University, met Manoj, General Manager (Marketing) of Subhasri Cosmetics Pvt. Ltd., he was delighted as he had a research project in mind. The company launched last year a new brand of ayurvedic soap ‘Fresh’ in Andhra Pradesh. The soap was positioned as family health soap with 24-hour fragrance. Made available in two pack sizes—75g and 100g, it was priced at Rs. 6 and Rs. 8 respectively.
THE PROBLEM
Though sales of the brand were initially encouraging, they did not reach the expected level by the end of the year. This raised the basic question: “Why are sales picking up slowly and what can be done to improve the situation?” Manoj explained his concern to Nitya and ...
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