IDEAS home Printed from https://ideas.repec.org/a/sae/vision/v19y2015i1p58-64.html
   My bibliography  Save this article

Kurdola: Product Portfolio Decision

Author

Listed:
  • Jaydeep Mukherjee

Abstract

MOMCO was a leading manufacturer and marketer of branded edible oils in India. In its product portfolio, Kurdola was PUFA (poly unsaturated fatty acid) based premium edible oil. It was established in the market as the best product for keeping the heart healthy, based on the findings of medical research. MOMCO’s had in its product portfolio “Healthy tasty blend†, a balanced blend of PUFA and MUFA (mono unsaturated fatty acid), which was positioned as economical product with considerably lower margins for MOMCO. New medical research now established that a blend of PUFA and MUFA was better for heart than a pure PUFA product. Thus “Healthy tasty blend†was better than Kurdola for heart. This completely turned the core value proposition of Kurdola and its extensions. This could lead to serious brand dissonance for the loyal consumer base of Kurdola. The management had to take immediate action in the market as the current positioning and margin structures could lead to serious damage to the brand, cannibalization by low margin products which could drastically reduce the profitability of the company and jeopardize all other businesses.

Suggested Citation

  • Jaydeep Mukherjee, 2015. "Kurdola: Product Portfolio Decision," Vision, , vol. 19(1), pages 58-64, March.
    • Handle: RePEc:sae:vision:v:19:y:2015:i:1:p:58-64
    DOI: 10.1177/0972262914568056
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0972262914568056
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0972262914568056?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:vision:v:19:y:2015:i:1:p:58-64. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.