Question: Case Study: https://www.coursehero.com/file/33390495/Mysoresoap-case-SMU-13-0011pdf/#/doc/qa What is the main reason for KS&DL to introduce the luxury Millennium soap? What are the branding implications? Discuss brand extension, line

Case Study: https://www.coursehero.com/file/33390495/Mysoresoap-case-SMU-13-0011pdf/#/doc/qa

  1. What is the main reason for KS&DL to introduce the luxury Millennium soap? What are the branding implications? Discuss brand extension, line extension and vertical extension possibilities for KS&DL and Mysore Sandal and how the launch of Millennium may help in the extension strategy.
  2. What should the launch plan for Millennium be? What would you recommend as the proposed target market, positioning and distribution strategy for this product?
  3. Can KS&DL make Millennium a multi-million dollar brand? What would the company need to do to make this happen?

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