We found a match
Your institution may have rights to this item. Sign in to continue.
- Title
DIAGNOSES: Case Analysis III.
- Authors
Kar, Sanjay Kumar
- Abstract
The article focuses on the marketing strategies of Zydus Cadila Healthcare Ltd. to strengthen the market position of Sugar Free brands within the Indian market. It states that the company shifted the value proposition of the product as a healthier sweetener in response to the changing consumer dynamics in the market. Moreover, strategies to broader the marketing environment of the brand are suggested which include the use of online forum, digital signage displays, and public relations.
- Subjects
INDIA; MARKET positioning; ZYDUS Cadila Healthcare Ltd.; SWEETENERS; CONSUMER preferences; INTERNET forums; DIGITAL signage; PUBLIC relations; MARKETING
- Publication
Vikalpa: The Journal for Decision Makers, 2011, Vol 36, Issue 1, p109
- ISSN
0256-0909
- Publication type
Article