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

• المؤلفون الرئيسيون: TULI, Kapil R., PATANKAR, Jyoti, JOSHI, Havovi
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2012
• الموضوعات: Market Share; Pricing; Product; Place; Promotion; Salt; TATA; Commodity Marketing; Brand Extension; India; Marketing
• الوصول للمادة أونلاين: https://ink.library.smu.edu.sg/cases_coll_all/31; https://cmp.smu.edu.sg/case/3391
• المؤسسة: 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...