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Case: Moov- Backache Badshah

Case: Moov- Backache Badshah



|Views: 4,372|Likes:
Published by Dr Amit Rangnekar
Segmentation, Targeting,Positioning & Branding
Segmentation, Targeting,Positioning & Branding

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Published by: Dr Amit Rangnekar on Mar 18, 2008
Copyright:Attribution Non-commercial


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Moov- Backache Baadshah
Dr Amit Rangnekar NMIMS
July07Dr Amit Rangnekar NMIMS
  D r  A m  i  t   R a n g n e  k a r
Paras Pharmaceutical Prods
Estd 1959 by N A Patel, initial investment Rs 7000
Shifted HQ to Ahmedabad in 1984
Stopache, only moderately successful product then
Unerringly located consumer’s pulse time & again
Innate gut feel for consumer’s requirements &preferences
Current Chairman Girish Patel’s (GP) favouritespare time activity- To sit behind chemist countersincognito & get hands-on feedback fromconsumers.
July07Dr Amit Rangnekar NMIMS
  D r  A m  i  t   R a n g n e  k a r
Current Status
5P strategy- product, price, positioning,packaging & promotion
“Most Paras products have been formulatedbased on the perceived needs and requirementsof the common man” GP
2006- 23% stake taken by Actis, Valuation of Paras Pharma- Rs 750 crores,
No 3 Indian company in FMCG (Nirma, Dabur)
D’Cold, Itchguard, Crack, Dermicool, Livon - allblockbusters
2004- Moov 60 Crores, growing and with anational presence

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May I have a copy of this ppt, Sir? I shall cite your work in my bibliography.
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