Vivriti – the Case Study

Company Introduction
XYZ Corporation is a US based FMCG Company which was established in the year 1975 in Dallas,
Texas-USA. The company has its operations in 26 countries spanning across 4 continents with an
employee base of around 35000. It has consolidated revenue of 7.3 billion USD in the year 2009. The
company has three product lines – Skin Care, Bakery Products and Toiletries
XYZ Corporation started its India operations in the year 1997 with two product lines – Bakery
Products and Toiletries. The company picked up sales very quickly and by the year 2005, the
consolidated revenue for India alone was 85 million USD. In the year 2006, it introduced Skin Care
Product Line to the Indian market. The entry in the Skincare segment was relatively late compared
companies like Unilever, Colgate-Palmolive, and P&G which has already penetrated the market.
However, the growth of the Skincare division of XYZ Corporation was not at par with the industry
growth rate in India. So, XYZ Corporation appointed Ms. Paula Hunt in Feb 2010 as the Product Head
for the Skin Care division of its India operations.
About the Boss
Paula, who is a graduate from Wharton Business School, was Chief Marketing Manager for Skin Care
division in USA. She joined XYZ Corporation USA in the year 1999 as a Management Trainee in the
Skin Care Division. With her new and innovative ideas and proactive working style, she climbed the
corporate ladder in the company within a very short span of time. XYZ Corporation, after conducting
a thorough analysis of the conditions in the Indian market, decided to appoint her as the Head of
Skin Care division for its India Operations.
Right from the very first day, she has a clear vision and articulated her business strategy very
efficiently. She designed and introduced an aggressive marketing strategy to penetrate the Indian
Skin Care Market as quickly as possible. Some of the major changes introduced by her are as follows:
a) A new attractive... [continues]

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