The Branding of Chhokra

Zillur Rahman

Vision, 2009, vol. 13, issue 3, 61-68

Abstract: The case deals with a local Indian company manufacturing Chhokra laundry soap. The company expanded its portfolio by introducing Chhokra detergent powder and Chhokra mustard oil. The company diversified by launching beauty and skin care product, by launching two products under the Merci brand name, and by launching Chhokra Shine Star, a dish washing bar. For over three decades the company remained market leader in the local markets. The company was on its way to transform itself from regional brand to national brand and was contemplating its next move: Lower income rural and urban customers versus a broader customer base, umbrella branding versus family brand names versus individual brand names, product portfolio expansion versus rationalisation.

Keywords: Branding; Shampoo; Detergent; Soap; Rural Market (search for similar items in EconPapers)
Date: 2009
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/097226290901300306 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:vision:v:13:y:2009:i:3:p:61-68

DOI: 10.1177/097226290901300306

Access Statistics for this article

More articles in Vision
Bibliographic data for series maintained by SAGE Publications ().