Chikki in a New Avatar—Will There be Demand?

Autor:	Swati Soni, Sheenu Jain
Rok vydání:	2019
Předmět:	Organizational Behavior and Human Resource Management Strategy and Management Ingredient branding Energy (esotericism) Ethnic group Business Management and Accounting (miscellaneous) Advertising Business Cottage industry Business and International Management Emotional branding Avatar
Zdroj:	FIIB Business Review. 8:271-276
ISSN:	2455-2658 2319-7145
DOI:	10.1177/2319714519876764
Popis:	The case study is about Hector Beverages Private Limited (HBPL), a company that ventured into energy drink and non-carbonated ethnic beverages of the genre of aam panna under the name of its flagship brand Paper Boat. Four years of existence and HBPL decided to foray into the ethnic sweet segment with a very quintessential offering named Paper Boat Chikki. Chikki, as we all know, is a hyper-seasonal offering to be consumed in the winter season. It is a traditional peanuts and jaggery preparation. The case maps the journey of local and handmade commodity chikki to the brand Paper Boat Chikki. The case elaborates upon the challenges faced by the brand and the strategies adopted to become a commodity brand. Also worth pondering is the expansion of HBPL into the snacks category. Is the move from drinks portfolio to snacks portfolio judicious?
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::23aba8babb4d2c54b0702c7cbf3b002c https://doi.org/10.1177/2319714519876764 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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