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VNFPP is an Indian company that supplies preserved vegetables. It previously relied on intermediaries for bottling and canning, but now wants more control over packaging to influence consumers. The company had a surplus of lemons and considered three options: selling them openly, pickling them, or processing them into a new product. It decided to launch a locally bottled lemon drink in Bangalore to target the growing IT industry. This first-mover strategy aims to profit from word-of-mouth advertising until

Author

Debaloy Dey

Language

EN