BY SAMARPITA BANERJEEQ] You have launched two new products with corresponding campaigns. What is the objective of the campaigns?
Our anti-dust fans are available in a lot more stores than those of other brands. Since we were the first in the market to launch the product, we have got first-mover advantage. Moreover, we have been consistently investing in marketing. Even in stores, when consumers are exposed to different products, our offerings speak for themselves. Our success is a combination of all these factors. Also, consistent marketing investments, ensuring the availability of the product and increasing visibility, has worked well for us. Thate we have grown our market share in this period almost fully on the back of anti-dust fans indicates that our strategy has worked.
The organized fan market is about Rs 6,0007,000 crore. Premium fans account for 10-15% of that.
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