Business case study: How Krack Cream ‘identified’ an everyday problem for women that no one else saw
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If a marketer is alert and looking for a gap, he or she will surely find many. Like Ceasefire, which was all about riding on a need which was real, there are many problems which continue to remain unaddressed waiting for a marketer to come and bridge the gap.
Let us turn to one such story of an unfulfilled need.
Cracked heels: A classic case of a felt need with no specific solutions yet. The genius of Paras Pharma was in not only identifying the need but coming out with a specific solution to address it, thus allowing the brand to hold a very strong position in the market. The challenge in launching such products is that oftentimes the customer is immune to her problem. She needs to be awakened and made aware. But once the brand resonates with her unstated need, it becomes a leader.
This is the story of Krack Cream.
Says Vispy, who worked with Darshan bhai on the research, “At times, the problem is not just obvious – it is so common that it is not even considered a problem to be solved.”
Cracked heels fell in this category. And this is where Paras Pharma stepped in with Krack Cream – doing exactly...