| Description |
1 online resource |
| Series |
SAGE business cases |
|
SAGE business cases
|
| Summary |
Oriental Metals has a unique track record of over three decades as a trader and lately as a manufacturer of Oralium, to become the leader with a 50% market share in the aluminum roofing category in Kerala. Nevertheless, the entrepreneurs were anxiously deliberating Oralium's paltry national market share of 5%, indicating the failure of its pan-India growth strategy. The company's leadership was looking into ways to transform Oralium into a winning category brand at the national market by deploying a time-bound marketing strategy. The enormous resources needed to be deployed to attain a national market visibility and growth was adding to the existing gargantuan challenge of creating a consumer shift to the aluminum roofing category. The leaders pondered whether Oralium could succeed by growing nationally at a faster pace fighting the established players, and if so, how? |
| Notes |
Description based on XML content |
| Subject |
Roofing industry -- India -- Case studies
|
|
Roofing industry -- Marketing -- Case studies
|
|
Roofing, Aluminum -- Marketing -- Case studies
|
| Form |
Electronic book
|
| Author |
Joji, Alex N., author
|
| ISBN |
9781071924365 |
|
1071924362 |
|
