Country Petroleum Corporation: INSICIDE

Abstract

INSICIDE has been an insecticide brand that belongs to Country Petroleum Corporation (CPC). The brand has remained small in terms of market share, and has been a very small proportion of the company’s value business. The brand originated in the mid-nineties but could not keep pace with the changing insecticide industry. CPC, an energy company of India and a public sector undertaking, was unable to decide whether to continue with the brand as such, to close it down or to revitalize it. The case discusses the changed insecticides space in India, and the evolving consumer behavior and preferences. The case also highlights CPC’s strength, weaknesses, priorities, and dilemma regarding the brand.