Product details

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Case
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Reference no. 9-503-104
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 2003
Version: 28 March 2006
Length: 18 pages
Data source: Field research

Abstract

The head of the Indian subsidiary of cosmetics firm Revlon faces a crucial turnaround situation for the company. After a high-profile product launch, sales had been very disappointing and Revlon was trying to decide whether it should pull out of India. The Indian majority partners in the joint venture determine to save the company by reexamining the price-value equation and the need for continuous product innovation tailored to the local consumer needs.
Location:
Industry:
Size:
USD4.6 million revenues
Other setting(s):
1998

About

Abstract

The head of the Indian subsidiary of cosmetics firm Revlon faces a crucial turnaround situation for the company. After a high-profile product launch, sales had been very disappointing and Revlon was trying to decide whether it should pull out of India. The Indian majority partners in the joint venture determine to save the company by reexamining the price-value equation and the need for continuous product innovation tailored to the local consumer needs.

Settings

Location:
Industry:
Size:
USD4.6 million revenues
Other setting(s):
1998

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