Abstract
This case focuses on the factors that lead to the failure of new products in the marketplace. It discusses the case of Capri facewash in the beauty and personal care category in Pakistan. Capri was unable to sustain its facewash in the market mainly because of a disorganized and unsystematic marketing plan. The case highlights managerial implications and recommendations pertaining to the facewash category. It adds to product literature and will generate more lines of inquiry particularly in the South Asian region.
Keywords
New product development, Product failure, Skincare, Brand equity, Marketing plan
DOI
https://doi.org/10.54784/1990-6587.1039
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Recommended Citation
Khan, N. A., & Moiz, J. (2018). The curious case of Capri facewash. Business Review, 13(1), 83-94. Retrieved from https://doi.org/10.54784/1990-6587.1039
Submitted
December 14, 2020
Published
June 16, 2018
Included in
Business Administration, Management, and Operations Commons, Operations and Supply Chain Management Commons, Organizational Behavior and Theory Commons
Publication Stage
Published
