Product details

The case describes in detail the evolution of the Indian salt market from the 1980s to 2002 and provides insights into the organised sector''s increasing interest in the market. The rationale behind the marketing strategies adopted by different players in the organised sector and their positioning and promotional strategies have been examined. The reasons for the continuous re-launch and repositioning of brands by the players in the organised sector have been examined. The case essentially tries to show how the Indian salt market evolved from the commodity stage to the branded stage. After reading the case, students are expected to: (1) analyse the evolution of the organised segment of the Indian salt market; (2) understand the need, approach and implementation of the marketing strategies and the media mix an organised player adopts to sustain itself in a market that is moving from a ''commodity'' stage to a ''brand'' stage; (3) discuss the importance of pricing and positioning a ''low involvement'' product like salt to get good visibility and sustain buyer interest; and (4) understand the nature of the competition that companies face in a low involvement product category and examine the strategies adopted by companies to make their brand the preferred one. The case is intended for MBA/PGDBM level students as part of the marketing management curriculum. The teaching note does not contain an analysis of the case.