Abstract
Victor India Ltd (VCIL) was established in 1989 as a public limited company for manufacturing and marketing cocoa-based products, mainly chocolates. The company launched its cocoa-based brown milk beverage brand Victor in 1996 and expected that it would be able to do well in the market against established and aggressive competitors leveraging on the costing and pricing advantage. However, Victor's sales in the initial year could not reach the expected target. In 2000, the company initiated a brand-building programme to revitalize the brand by making interventions in the brand's attributes, benefits, and package leading to. modifications in positioning. The results were encouraging but the brand was still struggling to break even. The company was reviewing the costing of the product as well as its promotion strategies. The case focuses on the challenges faced by VCIL in its brandbuilding programme.
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