Mysore Sandals Millennium: The launch of India’s most expensive soap

• Main Authors: REDDY, Srinivas K., JOSHI, Havovi
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2013
• Subjects: Developing Countries; Emerging Markets; Growth Strategy; Market Share; Consumer Marketing; Marketing Strategy; Product Development; Brand Extension; Branding; Luxury Branding; Vertical Brand Extension; Product Launch; Advertising and Promotion Management; Business Administration, Management, and Operations; Marketing; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/64; https://cmp.smu.edu.sg/case/2571
• Institution: Singapore Management University

This case is set in January 2012, a few days before the launch of Mysore Sandals Millennium, a super-premium luxury soap offering from the Indian public sector enterprise, Karnataka Soaps and Detergents Ltd (“KS&DL”). Three years of research had been put into this product, which contained some o...