Description
The paper is the literature review of a work in progress on launching of a new product in the European Market. The paper has seen the light of development as more and more data are being collected from local and international respondents
International Journal of Business and...
BACKGROUND
• The brand was launched in 1995 in the conservative coconut hair oil market.
• The product was launched as a value-added coconut hair oil instead of another ‘me-too’ pure coconut oil.
• It had henna, amla & lemon along with coconut oil.
• It was priced at a 50% premium over branded...