Pidilite Industries White Glue Adhesive: Fevicol Moustache
Ogilvy & Mather
SUMMARY
The problem spiral!
How do we grow a brand that is already 75% of a category that itself is battling slow growth?
How do you do this in a low involvement, price-sensitive category?
How do you do this in a sluggish economy where consumers are even more price sensitive?
Worse, how do you do this when you are 25% more expensive than your nearest competitor (unorganized/ local players) offering discounts to trade and consumers without doing the same?
Worse still, how do you do this when your brand growth...