Teaching Note: CenturyPly’s decision-making influencers – springboard to growth

This case revolves around the annual budget meeting at CenturyPly, Kolkata, India, where Debasis Sen, the business head, faced the challenge of achieving ambitious growth targets in a competitive and undifferentiated product category. Despite past successes, Sen was apprehensive about sustaining consistent growth and sought to brainstorm alternatives with his team. CenturyPly had made strides in brand awareness and product innovation. In the latter part of the journey, they identified and rolled out a loyalty program for influencers, namely, carpenters, contractors and architects. However, the loyalty program lost steam over the years, and spending of this program was diverted to...