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Case
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Reference no. M313A
Subject category: Marketing
Authors: Wasim Azhar (Stanford Graduate School of Business, Stanford University)
Published by: Stanford Business School
Originally published in: 2006
Version: 7 February 2008
Length: 8 pages
Data source: Field research
Topics: Product positioning; Consumer products industry; Consumer goods; Marketing management; Marketing strategy; International marketing; Tradeoff analysis; Consumer marketing
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Abstract

In early January 1989, Irfan Mustafa, General Manager, Personal Products and Market Research, Lever Brothers Pakistan Limited, was wondering what action to take regarding the marketing of the laundry detergent bar RIN, which had been introduced to the Pakistani market in April 1984. The product was specially formulated and promoted as a fabric washer. Mr Mustafa felt the sales volumes for RIN had reached reasonably satisfactory levels in 1988. However, a recent survey confirmed his suspicion that RIN was primarily being used for dish washing.
Location:
Pakistan
Industry:
Consumer products
Teaching note
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Reference no. M313ATN
Subject category: Marketing
Authors: Wasim Azhar (Stanford Graduate School of Business, Stanford University)
Published by: Stanford Business School
Originally published in: 2008
Version: 7 February 2008
Length: 9 pages
Data source: Field research
View full details

About

Abstract

In early January 1989, Irfan Mustafa, General Manager, Personal Products and Market Research, Lever Brothers Pakistan Limited, was wondering what action to take regarding the marketing of the laundry detergent bar RIN, which had been introduced to the Pakistani market in April 1984. The product was specially formulated and promoted as a fabric washer. Mr Mustafa felt the sales volumes for RIN had reached reasonably satisfactory levels in 1988. However, a recent survey confirmed his suspicion that RIN was primarily being used for dish washing.

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Location:
Pakistan
Industry:
Consumer products

Related

Teaching note
-
Reference no. M313ATN
Subject category: Marketing
Authors: Wasim Azhar (Stanford Graduate School of Business, Stanford University)
Published by: Stanford Business School
Originally published in: 2008
Version: 7 February 2008
Length: 9 pages
Data source: Field research
View full details