CASE 38
Right Marketing Mix
Venkat is examining the developments in marketing of hair oils. The Rs.10 crore turnover company is known for its ‘Hair Silk’ coconut oil which has a share of 2 per cent in the Rs.200 crore market which is growing at 5 per cent. The marketing team of the company has undertaken a survey in rural areas with a view to attain better rural penetration and thereby raise its sales from Rs. 10 crore to Rs. 12 crore.
The survey identified the levels of awareness and preferences of the rural consumers. Around 80 per cent of the respondents are aware of the product. Of them, 80 per cent have tried the product. Of the triers, 60 per cent have favourable opinion about the product, about 25 per cent are indifferent, whereas the ...
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