Years ago, shampoos were avaialble in large bottles at a high price and was used only by the high income groups. People in rural areas who could not afford the product used to buy shikakai and reetha to wash their hair. To address this gap, Cavin Care introduced Chik shampoo in small sachets. The product was priced at 50 paise and Re1. The company promoted its product set up demonstration centres in rural areas.Live demonstration at these centers, taught villagers how to use the product and also showed how washing hair with shampoo improved the quality of their hair. Villagers also got free samples of sachets from the compnay to induce trial. As part of adertising strategy, Cavin Care sponsored shows featuring famous actor Rajnikanth. Chik went on to become one of the most trusted brands and the largest selling shampoo in South India, particularly Andhara Pradesh and Tamilnadu. However, experts pointed out that Chik shampoo's rural positioning was not going work in its favor in the long run. Especially if the brand decided to expand into urban areas.Design a challenger strategy for Chik shampoo if it decides to enter the uraban area and challenges the established brands like Head and Shoulders, Pantene etc.

1. Explain why the specific challenger strategy is suitable in Chik's case.?

2. Explain your answer involving all the 4Ps of marketing mix.?