2. The Market and its Players
2.2 Dealing with Competition
Sibel CAGLAR – Dalin Marketing Director
Dalin was launched in Turkey in 1983 as a “baby shampoo with no more tears” positioning. Sibel Caglar, Dalin Marketing Director is explaining with the help of market data, how Dalin as a local brand is competing with international brands over the years and dominating the baby hair care category with a 48% market share in 2017.
In the Q&A section, market conditions, definition of competition and adaptability to the changing market place conditions are discussed.
English version of this video case, together with the printed case and teaching notes can be accesssed at the Case Centre’s website. http://casecent.re/p/164943