CASE 17
The Pricing Dilemma
Jagan is deeply concerned with new product choices. The market has become dynamic and competitive requiring innovations. The rural market is no longer a residual proposition. He is preparing a preliminary marketing strategy for the proposed launch of a new toothpaste for Kashmir Products Pvt. Ltd..
TARGET MARKET
The target market is the middle and low income segments of rural and urban market. Particularly those who are concerned with gum care and receptive to ‘Always Fresh’ concept. The new brand of toothpaste will be positioned as a powerful, economy, family product for those who dislike frequent brushing.
MARKETING STRATEGY
The product will be offered in three standard pack sizes at low prices. The paste will be ...
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