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Please use this identifier to cite or link to this item: https://ir.iimcal.ac.in:8443/jspui/handle/123456789/3759
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dc.contributor.authorMishra, Prashant
dc.contributor.authorJain, Tinu
dc.date.accessioned2022-05-05T09:25:40Z-
dc.date.available2022-05-05T09:25:40Z-
dc.date.issued2016
dc.identifier.urihttps://www.iimcal.ac.in/case-studies-lists#accordion-5
dc.identifier.urihttps://ir.iimcal.ac.in:8443/jspui/handle/123456789/3759-
dc.descriptionData Source :- Company (Reckitt Benckiser)
dc.descriptionSetting :- Product Management, Brand Management, Marketing Management
dc.descriptionCase Reference No. :- IIMC-CRC-2015-09
dc.descriptionCase Length :- 14 Pages and Teaching Notes
dc.description.abstractThis case critically analyzes the normalization and expansion challenge for the category, sexual well-being, in the India. Durex, which is the number one condom brand with a global market share of over 30%, is struggling to make its presence felt in India as the penetration for the category is just around 5%. The case discusses challenges of repositioning and normalization of category. Further the case discusses in depth on managing the category as per market environment and the market leader’s responsibility for category’s overall growth.
dc.publisherIndian Institute of Management Calcutta Case Research Center
dc.subjectCategory Normalization
dc.subjectPositioning
dc.subjectProduct Management
dc.subjectBranding
dc.subjectMarket Expansion
dc.subjectRepositioning
dc.subjectMarket Penetration.
dc.titleDurex in India: The Category Normalisation Challenge
dc.typeCase
Appears in Collections:2015-16

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