Product Mix Strategies of Leading FMCG Industries in India

ISBN-13: 9783848440122 / Angielski / Miękka / 2012 / 104 str.

Mohan Kumar

Opis

A good research depends on a good problem. A well-defined problem is pre-requisite for a good research. In this context, the research problem considered is "Product Mix Strategy of Leading FMCG's in India Market"- With special Reference to Soaps and Detergents. Though, the wide range of soaps and detergents are being marketed by the companies, consumers belonging to different segments are not effectively delivered with the right products to the right customer at the right price at the right time. The studies, so far conducted on product mix strategies are not adequately focusing on bridging the gap between marketer and the prospects. Therefore, current study is designed to address those issues, which are very essential in designing customer oriented marketing mix strategy. This study is important because of the type of information it generates to assist in developing effective product mix in soaps and detergents. Since, product mix decision is critical decision, it involves huge investment and efforts, right information saves companies from the disaster.

O autorze

DR. MOHAN KUMAR T.P is currently working as Assistant Professor in Business Administration, Pooja Bhagvat Memorial Mahajana Post Graduate Centre, Mysore, India. He has done PhD in Management Sciences under the guidance of Prof. B. Shivaraj from University of Mysore, India in 2011. His area of interests are Rural Marketing and Consumer Behavior.