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Eveready: Taking on the Indian Consumer-Appliance Market
Sandeep Puri; Shalini Joshi; Shamik DebnathCase IVEY-9B16M200-EMarketing, StrategyIn March 2016, Eveready Industries India Limited (Eveready) announced its intention to venture into the consumer-appliance segment. Eveready was the market leader in the batteries segment in India, with a market share of more than 50 per cent. The company’s portfolio comprised dry-cell batteries, flashlights, packet tea, compact fluorescent lamps, and LEDs. Eveready was readying itself to take on the giants of home appliances in India. With India...Starting at €8.20
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Godrej Chotukool: A Cooling Solution for Mass Markets
Charles Dhanaraj; Balasubrahmanyam Suram; Prasad VemuriCase IVEY-9B11M105-EMarketing, StrategyGodrej, a fast-moving commercial goods (FMCG) company in India that was historically known for its refrigerators in the Indian market, contemplated launching a new product for rural markets. Chotukool was an unconventional cooling solution targeted at the bottom of the pyramid (BOP) segment in India. More than 80 per cent of the Indian population did not own a refrigerator and 50 per cent earned less than US$2 per day. The study tracks Godrej’s j...Starting at €8.20