Assistant Professor, Commerce, Phillaur, Punjab
She has participated in five National and International Conferences. She has six International Publications.
The present paper is the case study of Emami ltd company of Kolkata based Emami Group, which is engaged in the business of manufacturing of the personal care and health care products from past 3 decades. They have introduced various products under various brands to beat the competitors. Product development is making changes in the existing product or developing the new products. We see the production development in almost all the business sectors but Emami places a different mark in the product development for its survival and growth and in order to fulfil its aim of satisfying the customers. Developing new products for an existing market is also more risky than market penetration. It is often most appropriate where the strength of the business lies in its relationship with customers. A successful product development strategy is dependent upon timing, planning, and realistic expectations. To achieve measurable product development results, the company bring innovative new products to market faster and more cost effectively.
Emami, Product Development, Existing market
