TATA Salt: What to do when a flanker brand grows up (A)?

• Main Authors: ZERRILLO, Phillip C., JOSHI, Havovi, VENKATARAMANAN, S. N.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2012
• Subjects: Flanker Brand; Fighter Brand; Salt; TATA; TATA Salt; India; South Asia; Market Share; Commodities; Pulses; I-Shakti; Advertising and Promotion Management; Business Administration, Management, and Operations; Marketing
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/39; https://cmp.smu.edu.sg/case/3001
• Institution: Singapore Management University

The first part (A) of the case study is set in early 2011, and begins with the protagonist, Parag Gadre, contemplating what should be done with Tata Salt’s flanker brand, I-Shakti, which had far outperformed expectations, and could become a potential threat to Tata Salt. It has been five years since...