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An overworked marketing department had pulled out all the stops to get everything ready. And the retailers, who had been geared up for getting the products in the shops, took a pretty poor view of the decision. But Ralcona's chairman had heard, correctly, that their main rivals intended to attack the launch with an aggressive promotion, so he intervened at the last minute. Eventually, the delayed launch went ahead, and the new products were brilliantly successful. Yes, and hoping to exploit this still further, Ralcona did some research into why the products had struck such a chord, expecting to find positive results for their advertising campaign or design, But they were taken aback. Why? Well, they discovered that the drinks were being drunk as mixers with other products so much so that sales had almost reached the level of Jista, the core product. So Ralcona had targeted the market accurately, but had failed to see how wide the applications for the products were. |
