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- Title
Mortein Vaporizer: What lies beneath Brand Positioning?
- Authors
Pradhan, Debasis; Agrawal, Divya
- Abstract
The article discusses the attempt of Hari Panda, brand manager of Mortein Vaporizer from Reckitt Benckiser Group PLC in India, on how to improve the marketing of the company's brand as it is not doing very well. It examines the background of the company which manufactures household insecticides. It also reports the market performance of mosquito repellent in the country.
- Subjects
INDIA; PANDA, Hari; PRODUCT failure; INSECT baits &; repellents; RECKITT Benckiser Group PLC; MARKETING strategy; MARKETING planning
- Publication
Vikalpa: The Journal for Decision Makers, 2013, Vol 38, Issue 3, p123
- ISSN
0256-0909
- Publication type
Article
- DOI
10.1177/0256090920130308