The case examines the response of non-users of shampoo in a developing environment, namely India. Non-users are the lower end of the socio-economic spectrum, and they respond to their perceptions of the category of shampoos and famous brands. Task of the entrepreneur is to get ideas, to analyze the ratio of non-users to categories and brands, and develop a strategy for positioning the new brand of shampoo (Super brand) in the Indian market weight. "Hide
by S. Ramesh Kumar, Nitya Guruvayurappan Source: Richard Ivey School of Business Foundation 21 pages. Publication Date: November 30, 2010. Prod. # 910A26-PDF-ENG
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