Introduction Ranbaxy’s Laboratories Limited’s (Ranbaxy) profile as a pharmaceutical company underwent a sea change during the period 1985-1995. During this period Ranbaxy diversified into different products‚ markets and in general over the ‘value curve’. Its export sales grew from 7.45% of total sales in 1985 to 42.4% of total sales 1995. The growth in the foreign markets was primarily led by bulk drugs and intermediates‚ which constituted 80% of the foreign sales in 1995. Driven by the vision
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Question 1: Analyze the reasons that impelled Dabur to refine its Ayurvedic image to that of a herbal FMCG company? Answer: Dabur India Limited started as a medicine manufacturer in 1884 by Dr S K Burman in West Bengal. It was started as a proprietary firm for the manufacture of Ayurvedic drugs. Daburinitially used to send medicines to villages in Bengal by mail.The company marketed an allopathic drug‚ Plagin‚ to combat the then prevalent epidemic of plague. In 1896‚ Dr. Burman set up a small
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GLOBALIZATION (strategic decisions in context of Oreo and Renault) OREO: Kraft Foods‚ a part of Mondelez International‚ is one of the leading manufacturers of FMCG goods in the World- best known for its confectionary lines. Under Kraft Foods‚ Oreo has expanded all over the World- thus necessitating a perspective on marketing in hitherto unexploited markets in developing nations such as China & India. Kraft uses a multidomestic approach to Globalization‚ which they have adopted in view of several
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Most people know the harmful effects of drugs like cocaine‚ but what they don’t know is the harmful effects of sugary products like Oreos. An experiment was run by a neuroscience professor named Joseph Schroeder‚the experiment was to test the addictiveness of foods with a high amount of sugar in rats. The results showed that food with a high amount of sugar activated more neurons in the rat’s’ brain than cocaine or morphine. Companies are adding extra sugar to products to get consumers get addicted
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Understanding of the presentation by group 2 – Repositioning of FORD Group 2 presented on the repositioning of the FORD motors in Thailand‚ the difficulty it faced during the 90’s and the secrecy of success it enjoys in the Thai vehicle market currently. Ford Company started in Thailand in 1960 but then it closed down 1976. The reasons that lead to the cease of operations were felt that it was a mere Thai product which is very inferior quality to the American products though both bear the same
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The third class that I visited was a 5th-grade reading class. In this class‚ I learned about how to write and how to eliminate the wrong answer. One of the things that I thought was cool when the teacher was demonstrating how to write was the Oreo trick. The Oreo trick is Opinion (give your opinion)‚ Reason (your reason for your opinion)‚ Example (give an example to support your opinion)‚ and Opinion (restate your opinion.) When I went to my school’s visits‚ I saw many teachers praising their students
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2/27/2012 @ 3:58PM |8‚768 views Can J.C. Penney Become ’America’s Favorite Store?’ This article is by Alexander Chernev‚ associate professor of marketing at the Kellogg School of Management‚ Northwestern University. On Jan. 25‚ J.C. Penney unveiled its new long-term strategy to improve declining sales revenues and profits. A key element of this strategy is its revamped pricing‚ which involves moving away from its frequent and deep promotional discounts to everyday low pricing with month-long
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During their 109 years in existence‚ they have grown through natural growth‚ mergers‚ and acquisitions. This has allowed Nabisco to be the leading snack maker in the world. The Oreo chocolate sandwich cookie was first introduced in Hoboken‚ N.J. in 1911. Oreos today are far and away the world’s most popular cookie. The Oreo family accounts for approximately 10 percent of all store cookie sales--a $3 billion market. However in recent years Nabisco has been reluctant to adapt to current market trends
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Dewar’s Brand Repositioning Dewar’s was faced with a declining market among traditional Scotch whisky consumers. In addition‚ long-term consumption trends indicated that drinking preferences had shifted from distilled spirits to lighter‚ lower alcohol beverages. Though Dewar’s had a favorable brand image and growing market share‚ repositioning Dewar’s to younger adults was very necessary for the brand to remain competitive in the long term. Dewar’s must take an appropriate repositioning strategy in
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WHAT IS RE-POSITIONING? A company or product is new and people already formed judgments about it. In other word‚ the company or product already has an image either good or bad or in between. Many companies are not aware of their exact image but it is important if that image can be identified. If a company does not know where it is now‚ then that product or company unlikely to get to where it wants to go. RE-POSITIONING BRANDS As markets and customer needs evolve; brands can lose customers to
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