Marketing at Nyassa
商品編號：9B16A004
出版日期：2016/02/16
再版日期：2016/02/12
商品來源：Ivey
商品主題：Entrepreneurship; International Business; Marketing
商品類型：Case (Field)
涵蓋議題：Pricing, pricing strategy, value creation, bath and body products, product development, segmentation, targeting, positioning, marketing mix
難易度：4 - Undergraduate/MBA
內容長度：11 頁
地域：India
產業：Retail Trade;
事件年度：2015
In March 2015, the founder and chief executive officer of Nyassa Retail Private Limited — a manufacturer of premium natural and luxury bath and body products based in Mumbai — was contemplating how to ensure the company’s future growth. Product acceptance had been phenomenal, allowing the company to build up a reasonable market share, with healthy profit margins. Although Nyassa had experimented with franchising as a quick way to gain a foothold in and cater to new target markets, it had quickly realized that the odds of losing control over the process due to lack of infrastructure were too high and might result in dissatisfaction and poor service. Thus, it had focused on developing its chain of exclusive retail stores, kiosks, and “shops in shops.” As competition from both Indian and international companies increased, the company was exploring online marketing options, return policy, packaging changes, and cross-selling for its new ultra-premium products. Should it penetrate deeper in India, skim the markets that showed high potential, launch the brand in overseas markets, or accept venture capital funding to achieve its goals?
教學手冊：8B16A004;
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