Taikoo sugar



Taikoo is the leading brand in sugar. However, I'm sure consumption of sugar has been decreasing due to health and fitness concerns. And sugar is a generic product and there is literally no differentiation among different brands of sugar. This gives room for supermarket chains to launch house brands and private labels, eating up the share of Taikoo. One logical thing for Taikoo to do is extension : building differentiation with new products and pricing them at a premium level so that revenue can be maintained even with a declining volume. Will these new products sell ? I doubt it as they are quite niche indeed. Well, it's not easy to come up with winning new product ideas. What would you do if you were the marketer in Taikoo Sugar ?

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