abhishreshthaa
Abhijeet S
The Background:
Prestige - India’s leading pressure cooker brand, over the last few years was facing problems of stagnant/declining sales and reduced realizations. The pressure cooker category growth rates itself were on the decline and on the menace of the unorganized sector, volumes have been under pressure for most manufacturers.
Urban markets were getting saturated – in fact; markets like Mumbai were having negative growth rates. Also, Prestige Popular, in larger sizes (which sell in the South – our strong hold) was launched in 1999, and since then the sales of this premium offering of the company has been on the decline.
However, rural markets were growing at almost five times the growth of the category. This was when the company decided that rural markets were going to be a thrust area.
Traditionally, Prestige was very strong in the higher population strata markets and market share declined as one came down the pop strata.
Prestige - India’s leading pressure cooker brand, over the last few years was facing problems of stagnant/declining sales and reduced realizations. The pressure cooker category growth rates itself were on the decline and on the menace of the unorganized sector, volumes have been under pressure for most manufacturers.
Urban markets were getting saturated – in fact; markets like Mumbai were having negative growth rates. Also, Prestige Popular, in larger sizes (which sell in the South – our strong hold) was launched in 1999, and since then the sales of this premium offering of the company has been on the decline.
However, rural markets were growing at almost five times the growth of the category. This was when the company decided that rural markets were going to be a thrust area.
Traditionally, Prestige was very strong in the higher population strata markets and market share declined as one came down the pop strata.