Abstract
When raw material costs that constitute 65% of retail price start varying by 50-90%. What should a firm do in the face of customer expectations on price levels and consumer sensitivity to price changes? This case explores the above issues in the Indian FMCG contest.
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | MAR0430 |
| Title | Bharat Ravel Limited: Pricing Under Volatile Cost Conditions |
| Pages | 7 |
| Published on | May 16, 2013 |
| Year of Event | 2011 |
| Authors | Sahay, Arvind; |
| Area | Marketing (MAR) |
| Keywords | Pricing; Customer Expectations; Reference Prices; Band of Price Indifference; Volitile Costs |
| Country | India |
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