Four routes for a skincare brand in India
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The prompt
A fictional skincare brand in India sells a cream at INR 500 to the consumer (all figures exclude tax). Making it costs INR 150. In modern trade (supermarket chains) the retailer keeps 25 percent of the shelf price, and the brand spends INR 25 a unit on promotions and INR 15 on logistics. In general trade the shop keeps 15 percent and the distributor 8 percent; logistics cost INR 10 and the brand's own sales team INR 30 a unit. On a marketplace the fee is 15 percent, delivery through the platform INR 60 and on-platform ads INR 50 a unit. On its own website the brand pays 2 percent for payments, INR 70 delivery, INR 15 of returns and INR 120 of advertising to win each order. Which route earns the most per unit? (Figures are illustrative.)
Practice with a partner
1. Send the interviewer link to a friend. They read the case aloud and hold the answers.
2. You open the candidate view: you see only the prompt, a timer and a notes box.
3. Speak the case out loud. Your partner shares data when you ask, then scores you with the rubric.
Interviewer view
For the person running the case
Candidate view
For the person answering the case
Clarifying questions, with the interviewer's answers
My notes on this case
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