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The launch of a local spice brand: Fortune at the Bottom of the Pyramid

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Title: The launch of a local spice brand: Fortune at the Bottom of the Pyramid

Authors: Faheem Bukhari, Saima Hussain, Muhammad Zaki Rashidi, Sara Khurram

Journal: Asian Journal of Management Cases

HEC Recognition History
Category From To
Y 2024-10-01 2025-12-31
Y 2021-07-01 2022-06-30

Publisher: Lahore University of Management Sciences (LUMS), Lahore

Country: Pakistan

Year: 2024

Volume: 21

Issue: 2

Language: English

DOI: 10.1177/09728201211043168

Categories
Bottom of the Pyramid (2) Brand Launch (1) Consumer Markets (2) Marketing (5244) Social Marketing (9)

Abstract

Marketing mix strategy plays an important role and serves as a road map for achieving organizational and marketing objectives. An effective marketing mix in the food brand segment strengthens the product’s image, recognition, perception and market share ...

Paper summary is not available for this article yet.

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