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Marketing to Win by Satish Mehta

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CHAPTER SIX

Live or Die

When the infrastructure shifts, everything rumbles.Stan Davis

QUICK BURIAL OF A STILLBORN BRAND

Ireached Delhi over a weekend and reported to the branch manager, Mr Ajoy Mitra, on Monday who did not lose time to assign me to launch a new brand in Ambala. I left Delhi the next morning, and launched and promoted the new brand intensively for 20 days. At the end of it I threw up my hands—it just would not move. This story repeated itself in all the extension markets. I worked very hard for this brand, often beyond midnight to catch smokers after late-night cinema shows, for sampling. The belief that sampling would automatically lead to repeat buying did not seem to hold water in this case.

I used to send a daily short note ...

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