Abstract
This case describes the Marketing Manager's decision dilemma in developing a value proposition, and communication strategy for a new fabric wash product. The manager has to evaluate the pros and cons of all communication options in context of a line-extension strategy that, interestingly, is in the form of a new product class.
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | MAR0343 |
| Title | Oriental Home Products Limited |
| Pages | 13 |
| Published on | Sep 21, 2001 |
| Year of Event | 1996-1997 |
| Authors | Banerjee, Bibek; |
| Area | Marketing (MAR) |
| Discipline | Innovation and Entrepreneurship, Marketing, Strategic Management |
| Sector | Manufacturing |
| Country | India |
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