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  • Authors: Sethna, Beheruz

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  1. Pears Toilet Soap

    Authors: Gupta, Subroto Sen; Sethna, Beheruz;

    Reference No: MAR0170 Pages: 9 Published on: 1, January, 1976

    Abstract: In 1969, the marketing executives of Hindustan Lever were discussing the creative strategy to be adopted for Pears with their agency, Lintas. The company, having increased its production, now wished to expand the market for the brand. The case has a detailed look at consumer behavior and past advertising. It also ... More

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  2. Vicks Vaporub

    Authors: Gupta, Subroto Sen; Sethna, Beheruz;

    Reference No: MAR0174 Pages: 10 Published on: 1, January, 1976

    Abstract: When Vicks Vaporub was introduced, a few similar balms were already well entrenched in the Indian market. It was now up to Richardson Hindustan Limited to position Vicks in such a way that the consumers perceived it as different, from the other multipurpose balms. Vicks Vaporub was given a specific ... More

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  3. CARE-India (A)

    Authors: Gupta, Subroto Sen; Sethna, Beheruz;

    Reference No: MAR0180(A) Pages: 11 Published on: 1, January, 1976

    Abstract: In 1969, CARE India executives were interested in selling the idea of proper nutrition for a healthier life to the rural population. They believed that the same marketing principles, style of advertising and media strategy used in urban commercial sales campaigns could be applied to a rural noncommercial campaign. A ... More

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