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- Title
The curious case of Capri facewash.
- Authors
Khan, Nida Aslam; Moiz, Jami
- Abstract
This case focuses on the factors that lead to the failure of new prod-ucts in the marketplace. It discusses the case of Capri facewash in the beauty and personal care category in Pakistan. Capri was unable to sustain its facewash in the market mainly because of a disorganized and unsystematic marketing plan. The case highlights managerial implications and recommendations pertaining to the facewash category. It adds to product literature and will generate more lines of inquiry particularly in the South Asian region.
- Subjects
SOUTH Asia; HYGIENE products; MARKETING; SOCIAL impact; COSMETICS
- Publication
IBA Business Review, 2018, Vol 13, Issue 1, p83
- ISSN
1990-6587
- Publication type
Article
- DOI
10.54784/1990-6587.1039