CASE 31
Fighting the Fakes
Ms. Sailaja is worried by the increasing menace of counterfeits in the urban and rural markets and is wondering what to do. Her company markets mosquito coils in both urban and rural areas. There are cheap imitations and fakes and due to them the company is losing around 15 per cent of its sales every year. When she expressed her concern to her friend, Mr. Raghu, he sent her a clipping which presented a research study on the subject.
RESEARCH STUDY
An urban pilot research study by A. C. Nielsen indicated that the FMCG segment in the country incurs a loss of about Rs. 1,800 crore due to counterfeit products. The survey of Marketing and Research Team (MART) showed that the phenomenon is rampant and much more virulent ...
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