‘Udaan’: TATA Salt’s endeavour to grow market share

• Main Authors: TULI, Kapil R., PATANKAR, Jyoti, JOSHI, Havovi
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2012
• Subjects: Market Share; Pricing; Product; Place; Promotion; Salt; TATA; Commodity Marketing; Brand Extension; India; Marketing
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/31; https://cmp.smu.edu.sg/case/3391
• Institution: Singapore Management University

This case is set in September 2007, and revolves around the Head of Sales & Marketing at Tata Chemicals Limited wondering how he could boost the market share of Tata Salt, one of the flagship products of the company. The dilemma is particularly interesting as Tata Salt had been ranked as the ‘Mo...