SGStories

  

DIALOGUE-1

Emami has a very famous brand called Zandu Balm which has been present in the Indian market for the last 80 years. Zandu has been a flagship brand of Emami with a brand recall index of more than 80%. Of late Zandu has been experiencing declining sales quarter on quarter. To understand the issue Emami has done a market survey recently and found out that Zandu retains an unaided brand recall index of more than 87%. They also found out that pain management as a category is low on consumer involvement .

With the upcoming winter season knocking at the door , Emami desperately needs a promotion plan to bring its flagship brand out of the rut. What can be their promotional strategy to revive their sales?

DIALOGUE-2

Fevicol has been India’s No 1 Woodworking adhesive brand for the last 60 years. Off late the brand has been facing a lot of competition in the markets of Punjab from a local player called American Bond. American Bond market pitch is that they offer almost a similar quality product for wood working carpenters but at a lower price and with scheme benefits. Fevicol, the undisputed market leader has seen it’s market share dropping in Punjab from 90% to close to 55% in a span of 1 year.

Hit by competition the brand came up with a Promotion Plan for Punjab. What would be the right approach to regain market share.