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  • KOTEX's Irregular Performance

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    evk87
    37 views7 pages
    Kotex

    Original Title

    KOTEX’s Irregular Performance

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    Kotex

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    37 views7 pages

    KOTEX's Irregular Performance

    Uploaded by

    evk87
    Kotex

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 7

    KOTEXs Irregular Performance

    Case Fact
    In 1996, Kotex launched by KCC-Hindustan Unilever In 1998, re-launch of Kotex as a mass market brand Secures market share was double than that of Kotex 1998 to 1999, SCM of Kotex was a major problem
    Rise in price Expansion plan in Pune in 2000 Charts for volume share (1998 & 1999) Volume share of competitors decreased

    Generic Competitive Strategy

    Stuck in the middle


    No overall cost leadership
    Improper SCM 50 % import content

    No product differentiation Lacking adequate R & D

    Risk

    But will Kotex be third time lucky?

    Current Scenario

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