RB’s technique predicated on sale of high margin products is bolstered by cost-effectiveadvertisements and supply, but the competitive Chinese market made it tough to sustain gross profits that were elated, television advertisements rates that were inflated made promotion costly, and an inefficient distribution system improved prices further. In 2010, RB managed to overcome these constraints for one of its brands, Durex, the best-selling condom brand in the whole world, by investing in internet and offline supply and leveraging social media platforms that were Chinese.
The brand new strategy paid off - Durex condom sales rose threefold in China and market share increased by over 10%. RB now wanted to generate the same results because of its other brands in the nation, and needed to decide how exactly to balance investments in offline supply, social networking campaigns, and e-commerce as a way to keep growing not only in China, but in other emerging markets too.
PUBLICATION DATE: June 02, 2014 PRODUCT #: 714430-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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