When the Nip Becomes a Bite: Decoding the threat from challenger brands

Ritanbara Mundrey

Nestlé, a transnational food and drink company, analyses the threat posed by challenger brands in India and shows their true impact while suggesting strategies that can work for brands.

Introduction

FMCG is experiencing a new wave of competition from challenger brands. The face and nature of the challenge is different and undefined - but its effect is perceptible and singeing.

What is the challenger story in India? Who are they, what are their strategies and most importantly how should the established players protect and prevail?

This paper analyses the "challenger" animal in detail, shows its true impact and suggests strategies that can work for the reigning champions!

A new world of defying dominance

Once upon a time there existed a world of corporate dominance - where new lands were...

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