BOOK EXTRACT : MARKETING TO WIN

Racing to the finish line

Posted: 2008-03-25 22:58:49+05:30 IST
Updated: Mar 24, 2008 at 2321 hrs IST

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likely competitive thrusts in the future. Over the next six months, these nine brands were fully developed and kept ready for launch within 30 days of notice. Thereafter, this method of being in the state of readiness to counteract competitive launches became a matter of regular practice in ITC.

Sometimes, these brands were also marketed to take advantage of opportunities even when there was not any competitive activity. I believe in keeping a bagful of brands ready for launch as an essential fortification of the market position.

Reprinted with permission from Pearson Education

Book: Marketing to Win

Author: Satish Mehta

Price: Rs 550...

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Racing to the finish line

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