CASE ANALYSIS

Name of the Candidate Application Form No.

Venue Date

Brand Dilemma

Mr. Vinay Kapoor, Brand Manager of a multinational company is faced with a dilemma. As
the brand manager, he was responsible for the sales and profits of the many brands his
company marketed. The major brands he is focusing on, at present, are as follows:

1.Eva soap: A soap brand which is market leader. However, due to competition, the
market shares of Eva have declined by 2%. Additionally, Eva soap is increasingly being
perceived by customers as old fashioned, especially in the face of new soap brands which
are considered as better and modern.

2.Handy-wash: a detergent brand which is No. 3 in terms of market share. Its sales seem
to have reached their maximum level and are not expected to rise further, especially
detergents having reached a stage of market saturation. Further, the detergent market is
becoming highly competitive with pressures for companies to reduce prices.

3.Delicious-health: a range of healthy and tasty food brand featuring products such as
yogurt, healthy biscuits, tasty and healthy snacks. This brand is new to the company and
presently has a very small market share. Customers however, are showing trends towards
consuming more of healthy foods and are prepared to even pay a higher price for foods
that satisfy both their health and taste needs.

Mr Kapoor needs to manage the brands differently. He has a budget of Rs. 210 crores to be
divided amongst these three brands. Justify with reasons, which brands he should prioritise
and how he should, accordingly, divide the budget across these 3 brands.

P.T.O
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