Case Name :      Ethnic Consumers Consulting

Authors :           S. Ramesh Kumar, Nitya Guruvayurappan, Madhurjya Banerjee

Source :             Ivey Publishing

Case ID :            910A30

Discipline :        Marketing

Case Length :    18 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Emerging markets are being pursued by large multinational companies. With radical changes in the lifestyles of consumers and proliferation of categories and brands, the Indian context offers unique marketing challenges to marketers. The case deals with the perspective of how cultural values can provide the differentiation platform for brands in the categories of hair oil and fairness creams, the ritualistic categories used in the grooming habits of consumers in the country.