CASE 23
Gunny Sack Race
Asha Fertilizers and Chemicals Limited (AFCL) is one of the leading fertilizer companies in South India. It has a widely distributed marketing network well connected to feeder markets and godowns. Farmers are familiar with the entire product line of AFCL and have appreciated its quality and price fairness. This, along with the prompt delivery to local marketers, frequent visits of AFCL officials to villages, and also their effort to eliminate any imitations of their products, has earned the company a very large segment of brand loyal farmers.
Recently, AFCL was approached by both FMCG and industrial goods manufacturing companies to use the free space (on the back) of their fertilizer bags for promotion purposes. AFCL markets ...
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