Kurlon Ltd.-Management Case

George, Simon (2006) Kurlon Ltd.-Management Case. Vikalpa: Journal of Decision Makers, 31 (3). pp. 121-129.


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Official URL: https://doi.org/10.1177/0256090920060308


Victor India Ltd (VCIL) was established in 1989 as a public limited company for manufacturing and marketing cocoa-based products, mainly chocolates. The company launched its cocoa-based brown milk beverage brand Victor in 1996 and expected that it would be able to do well in the market against established and aggressive competitors leveraging on the costing and pricing advantage. However, Victor's sales in the initial year could not reach the expected target. In 2000, the company initiated a brand-building.

Item Type: Article
Uncontrolled Keywords: Brand Equity;Product Modification;Brand Portfolio Decisions;Product Costing;Brand Positioning
Subjects: Marketing
Divisions: Marketing Management
Depositing User: Mr Ramesh Kamath
Date Deposited: 10 Sep 2018 05:17
Last Modified: 12 Sep 2018 10:48
URI: http://tapmi.informaticsglobal.com/id/eprint/27

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