Case Studies in Marketing

Preface

My inspiration for this book has stemmed from my learnings about the Indian market while working at the country’s foremost FMCG (fast moving consumer goods) company, Hindustan Unilever Ltd (HUL), and while working as a consultant in various top-notch management consultancy firms that advise companies on their strategies. There were a few facts—which one is not likely to find in any textbook, but which are nevertheless true—that made me think of writing this book. Some of these are as follows:

• A large proportion of the sales of the fairness product, Fair & Lovely, traditionally targeted at women, came from men. This continued to be the case even after specific male-targeted products were launched in the market.
• It was reported that ...