Research by: Anjali Chopra, Sandeep Puri, Aparna Pandey, & Raman Ramachandran
Abstract
In January 2024, a co-founder of Proklean Technologies Private Limited (Proklean) met with two other top company leaders to discuss the company’s performance in the business-to-consumer (B2C) segment. The Chennai, India–based firm needed to explore growth strategies in this segment to meet its ambitious target of achieving ₹1 billion in B2C sales revenue by 2029, with a cleaning-products market share of 10 per cent. To meet that target, should Proklean change its positioning from being an eco-friendly firm to a purveyor of a green-chemistry cleaning solution that aimed to safeguard its customers’ health? How could Proklean engage with its audience to build trust and confidence in its products’ authenticity? What challenges would it face in the B2C segment, and what strategies should it employ to overcome them?
Learning objectives
The case helps students understand sustainability practices in the biochemicals industry. The learning objectives are as follows:
- Understand the importance of positioning in building a successful brand.
- Discuss the marketing tactics needed to succeed in the B2C market.
- Develop positioning for an environmentally friendly, green-chemistry cleaning solution.
- Understand the importance of brand resonance.
- Explore ways to increase the B2C market share and overcome associated obstacles.
To cite this case: Chopra, A., Puri, S., Pandey, A., & Ramachandran, R. (2024). Proklean: Challenge to Expand in the B2C Market. Ivey ID: W38599. London, Canada: Ivey Publishing.
To access this case: https://www.iveypublishing.ca/s/product/proklean-challenge-to-expand-in-the-b2c-market/01tOF000005MrijYAC
