Marketing at Nyassa

In March 2015, the founder and chief executive officer of Nyassa Retail Private Limited — a manufacturer of premium natural and luxury bath and body products based in Mumbai — was contemplating how to ensure the company’s future growth. Product acceptance had been phenomenal, allowing the company to build up a reasonable market share, with healthy profit margins. Although Nyassa had experimented with franchising as a quick way to gain a foothold in and cater to new target markets, it had quickly realized that the odds of losing control over the process due to lack of infrastructure were too high and might result in dissatisfaction and poor service. Thus, it had focused on developing its chain of exclusive retail stores, kiosks, and “shops in shops.” As competition from both Indian and international companies increased, the company was exploring online marketing options, return policy, packaging changes, and cross-selling for its new ultra-premium products. Should it penetrate deeper in India, skim the markets that showed high potential, launch the brand in overseas markets, or accept venture capital funding to achieve its goals?

This case is designed for use in an MBA-level marketing course in segments on pricing, value creation, new product development, analysis of business opportunities, marketing strategy, and product or brand management. Its objectives are:<ul><li> <br>To apply marketing strategies such as segmentation, targeting, positioning, product management, and branding to support an analysis of a potential business opportunity.</li><li> <br>To understand product management concepts such as new product development, packaging, pricing, and the use of new products as platforms for growth.</ul></li>

• Pricing, pricing strategy, value creation, bath and body products, product development, segmentation, targeting, positioning