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Business Communication, 3rd Edition by P. D. Chaturvedi

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Chapter 1

Where Are We Now?

1.1 INTRODUCTION

Smriti, a brain tonic, is an over-the-counter drug to enhance memory. It was launched in January 2007. This “new to the market” product was a huge success in its initial launch in the western states of India. Following this success, the brand was promoted nationally.

The drug is based on a formulation prepared by Central Drug Research Institute (CDRI), Lucknow, after 18 long years of research. The formulation is based on “Brahmi”, a natural plant native to India. It had been tested over a period of time and was certified by CDRI/CSIR to be safe before it was introduced into the market for commercial purposes.

Since the launch of the product, its sales figures have seen typical variations. Sales have ...

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