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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.
Recommendation: Megna Modi should restore Modi-Revlon’s initially intended position, “affordable glamour,” by lowering the price of its products, as well as offering the products in smaller quantity, to appeal to a broader range clientele, including the existing premium and the prospective mass premium ones...
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