Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 28 March 2006
Length: 18 pages
Data source: Field research
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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