Brand extensions have powered Eveready’s growth. Now it needs recharge
In this age of electronic dependence guess
what electronics depend on? Of course on batteries, and when talking of batteries, one can’t just help but say: ‘Give me Red’. Initially tagged as a rural brand in the Indian market and later appealing to the hearts of many young Indians with their in-your-face tagline, Eveready has certainly come a long way. On January 3 last year, it extended its brand by launching ‘Eveready Poweron,’ entering the Mosquito Repellent coils market. A market leader in dry cell battery and flash-light industry already, the strategy behind this fresh introduction was to concentrate on proper retail and display instead of just depending on their distribution network for easy reach of the rural masses.
For Complete IIPM Article, Click on IIPM Article
In this age of electronic dependence guess
what electronics depend on? Of course on batteries, and when talking of batteries, one can’t just help but say: ‘Give me Red’. Initially tagged as a rural brand in the Indian market and later appealing to the hearts of many young Indians with their in-your-face tagline, Eveready has certainly come a long way. On January 3 last year, it extended its brand by launching ‘Eveready Poweron,’ entering the Mosquito Repellent coils market. A market leader in dry cell battery and flash-light industry already, the strategy behind this fresh introduction was to concentrate on proper retail and display instead of just depending on their distribution network for easy reach of the rural masses.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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