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Marketing Strategies / Strategic Marketing Case Study
Case Title:
Price Wars in the Indian Detergent Market
Publication Year : 2004
Authors: T Phani Madhav
Industry: Home Appliances and Personal Care Products
Region:India
Case Code: MKS0013
Teaching Note: Available
Structured Assignment: Available
OR
Abstract:
Towards the end of 2003, the Indian detergent industry witnessed a price-cutting spree by the major players Procter & Gamble (P&G) and Hindustan Lever Limited (HLL). P&G initiated the price wars by reducing the prices of its detergent products and other players such as HLL and Henkel followed suit. P&G's price cuts, at the time when the fast moving consumer goods (FMCG) industry was going through a sluggish period, was seen as an attempt to wrest advantage from HLL, which was grappling with decelerating growth.
Pedagogical Objectives:
- To discuss the Indian detergent market and the different strategies being adopted by the major players
- To discuss the impact of a price war on different players and whether the price wars will benefit them.
Keywords : Procter & Gamble company, Marketing Strategies Case Study, Hindustan Lever Limited, Nirma Limited, Price wars, Henkel Spic India Limited
Contents:
- Introduction
- Major players in the Indian detergent market
- Indian detergent market
- Price wars: the outcomes
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