CASE 12
Launching the Killer
The marketing team at Agri Friend Pvt. Ltd., was busy during the last fortnight working on the launch strategy for its new ‘Killer’ brand. Since Andhra Pradesh (AP) and Karnataka are the major consumption states of pesticides, they have preferred AP as their launch pad and conducted a quick market survey to have a fresh look at the market. The company has good market standing and financial soundness, to fight with biggies like Rallis, Nagarjuna Fertilisers, Coromandel Fertlisers, and EID Parry in Andhra Pradesh.
INDUSTRY PROFILE
Domestic agro chemical industry has about 80 players in the organized sector and more than 600 in the small-scale sector. More than 60 technical grade pesticides are manufactured indigenously ...
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