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Title: Modi-Revlon – Value Proposition

Essay Details

Subject: Business
Author: Lillian K
Date: December 6, 2015
Level: University
Grade: A
Length: 2 / 483
No of views: 0
Essay rating: good 0, average 0, bad 0 (total score: 0)

Essay text:

Revlon’s initial strategy to have both breadth (wide variety of products) and depth (high availability of products) in Indian market has failed due to a number of reasons: importation delay because of shipment embargo, poor coordination between promotion and distribution, and most importantly, a thinly-stretched distribution network...

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Additionally, Revlon needs to drop unprofitable retail outlets and the ones that are not in the highly populated metropolitan areas, to focus the company marketing resources to fewer but more profitable areas. Revlon should have adequate advertising to compete with Lakme for media coverage. Basis for Recommendation: Revlon’s surveys in 1997 showed that 21% of nail enamel users committed to buy Revlon’s 15ml bottle at Rs...

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