Ivey Publishing
Zydus Wellness: Nutralite’s Marketing Twist
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9 pages (6 pages of text)
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Case (Field)
Zydus Wellness Ltd. (Zydus), based in Ahmedabad, India, operated in the consumer goods sector, offering health and hygiene products and brands such as Sugar Free, Everyuth, Actilife, and Nutralite. Zydus promoted its Nutralite margarine brand mainly through television advertising. Its other communication strategies included digital marketing efforts and on-ground activities. Entering a market that was primarily dominated by Amul butter, Nutralite positioned itself in its marketing communications as a healthier alternative to butter. With Amul, Nutralite faced a strong legacy and brand loyalty, which Amul had created in the market over the years. Market research indicated that consumers were uncertain about what kind of product Nutralite was. At the end of 2017, the head of marketing at Zydus faced several challenging questions: How should the brand establish its identity? Having existed in the market for more than a decade, should Nutralite now promise something more than health? Finally, how could the company convert this transactional relationship with its consumers and strengthen its market share?
Learning Objective:
This case can be used in a graduate- or postgraduate-level course on marketing management, brand management, advertising management, branding, brand positioning, competition, or advertising. Before completing the case, students should be aware of basic marketing concepts. The case study helps students understand brand repositioning. After working through the case and assignment questions, students will be able to do the following:
  • Discuss product category challenges in the face of competition.
  • Analyze brand positioning and repositioning.
  • Discuss the role of advertising in positioning a brand.
  • Evaluate the role of research in targeting.
Accommodation & Food Services
India, Medium, 2017
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