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| Subject : Marketing Management | |
Case Studies
Case
(20
Marks)
Everyone connected with the industry of bath room fittings can vividly recall the catastrophic failure of a beautiful mo of English WC launched by Bharat Sanitary ware a couple of months back. The Italian design was aesthetically supe occupying less space and using much less quality of water to flush it clean. It was launched with fully coordinated ran of bathtub, washbasin geysers, floor & wall tiles and a host of other accessories. A leading MR firm had conduct market researches in a metro and a mini metro town to ascertain consumer preferences & profile. A huge potential w predicted among up market buyers. Competition was virtually non-existent In spite of all the precautions the prod bombed. The manufacturer had to hastily withdraw it incurring heavy loss. The main reason of failure was analyzed the complicated process of installation in the existing bathrooms. It turned out to be little difficult for the illitera plumbers to carry our installations. And they conveniently recommended other brands. For a similar product you ha been assigned the task of formulating launch strategy.
Answer the following question.
Q1. How many types of pricing strategies do you know? Explain & what should be the pricing strategy for this product?
Q2. If you were the marketing manager, which marketing strategy will you implement? Justify your answer
Q3. Suggest which all groups of people you will interview to find out buyer preferences & needs of channel members. List key information that you would like to obtain from different groups of respondents.
Q4. Discuss and list as per importance the various options available to you for promoting this product.
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Case
(20
Marks)
Sunshine Lumieres was established in 1992 in Bangalore, India to manufacture lamps mainly for household use. T company was established by Dr. Srinath Kashyap who had extensive experience in the lamp industry with the ma multinational manufacturers in India and overseas. Sunshine was involved till now in manufacturing and supplying lam for consumer and household use under various brands for the leading lamp companies. Dr. Kashyap was involved looking after the manufacturing and marketing functions while his wife looked after the Finances and the HR functio The Company had a total of 50 employees and grossed revenue of Rs.9 crores in 2005. The market in India was lar and growing due to the increasing affluence and the massive rural electrification programmes of the Government. P liberalization in 1992; the market dynamics slowly started changing due to increased competition from leading bran looking to capture larger market shares. Dr Kashyap felt it was time to diversify this business and get into newer prod segments. The lamp industry can be classified into various segments like: Consumer household Lamps Industrial Commercial lamps Specialty lamps like high intensity lamps used in Medical & Office Equipment Automotive lam Miniature lamps Energy efficient lamps like CFL lamps, LED lamps etc. While the large MNCs were present in segments, most local manufacturers were involved in the consumer and household lighting. Typically, household lam sold at around US$0.25 per piece at the retail level while the Industrial and commercial lamps sold at prices upwards US$25 per piece retail. Sunshine lumeries hired Dr. Mohan Das, a bright Engineer from IIT and MBA from a leadi Business school. After working in some leading companies, Mohan felt it was time for him to exploit his innovative sk and create world class products. In a very short span of time after joining Sunshine, Dr. Das was able to produce so very interesting and technologically advanced products. Dr. Kashyap felt that over time , in low value products li lamps, the large MNC’s would be forced to give way to players from developing countries like China and India, w would over time establish the products under their own brands. Establishing the Sunshine brand over time was therefo vital for the future. Meanwhile, Mohan had designed a slew of new and innovative products – comparable with the b in their class in the world, in the energy efficient and Industrial lamp categories. Given suitable financial investmen these could take the company’s revenues to over Rs.100 crores by 2008 between the domestic and export markets. he looked out of his office window, enjoying the light drizzle and cool breeze of Bangalore, Dr. Kashyap’s realized that was at a point of inflexion. If the current opportunities were exploited fully, it could lead to great fortunes for himself a his family. He could even take the company public and unlock the value of his holdings. However, it would also me that Sunshine would have to evolve into a professionally managed company and have a larger number of employe
He wondered how he should go about structuring his Sales and Distribution organization so as to grow manifold bo
7/24/2020 Exam Paper
domestically and overseas within the next three years before taking the company public. Dr. Kashyap was convinc that he needed to seek professional advice. He invited Dr. Vasant Rao, an old friend and leading Management expert Bangalore to visit his office for a discussion on a broad game plan.
Answer the following question.
Q1. How Dr. Kashyap should go about professionalizing & restructuring his organization?
Q2. Should the sales be organized on geographic or product basis?
Q3. Should be distribution be common for all products?
Q4. Should he have his own Sales and Distribution organizations in some countries?
| Dear students, get assignments and Case studies get solved by professionals Do send your query at : help.mbaassignments@gmail.com or call us at :08263069601 Case | (20 | |
| Marks) | ||
Kaggi’s Food Co (KFC) is a large producer & seller of edible oils, flour, pulses, spices & some other food items. Ov past ten years KFC could establish itself well with popular brand names for its produce. Oil brand “Sunrise” from KFC very popular as low fat, healthy cooking medium. KFC has three mills, one each in Meerut, Dehradun & Lucknow. avail tax benefit only spices are procured from small manufacturers who carry out their operations under str supervision of KFC quality team. All other items are manufactured in company’s own mills. SO far entire produce of K is sold easily in northern region of seven states through loyal set of distributors & retailers. For past three years KFC h started feeling the pressure of competition, more in oil & flour brands. Apart from bundling free soap, detergent, pet etc., competitors have increased distributor & retailer margins on volume off take. The young and professio management team of KFC is confident of achieving targets and enjoying the scene. KFC mills are not very moder nevertheless, they are maintained well. Breakdowns and production stoppages are very rare. KFC has recently bough large salt manufacturing facility in a coastal town. This mill produces good quality common salt on contract basis for t different brands. The previous owner found this arrangement very neat with assured and quick turn over-even thou the profit margin is low. KFC did not wish to change the arrangement immediately, but thought building own brand salt will not be difficult. It will increase profit margin also. Added attraction is that branded salt can easily be sold throu existing channel. Market for branded salt is already over crowed. There are many national and local brands. The leadi brand TATA is there for over 30years. There are other big national brands with deep pockets for promotion such Nirma, T-series, Dandi, Catch etc. Each brand is trying to take a particular but different position. While common plan are crystal clear, white & free flow, the special positions are iodized, triple refined, from the house of TATA etc. Prices packing are almost same. Only Dandi & Catch are costlier. Catch sells in dispensable container of 400 gms also
Answer the following question.
Q1. What core product is Kaggi’s Food selling when it sells edible oils?
Q2. Carry out a SWOT analysis for Kaggi’s Food.
Q3. Suggest some differentiators to build up competitive advantages for KFC’s brand of salt
Q4. What will you suggest to ensure trial & feedback from customers of salt during launch?
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| Marks) | ||
Mr. Ramaswamy after completing post-graduation from IIM, Ahmedabad in 2006 worked for MNC for about one ye However, he soon realized that he is not meant for doing job for someone and he decided to go for restaurant busine His vision is to establish chain of restaurants in all major cities of the world. To make the dream come true , he start with a small restaurant in Mumbai and selected location having dense office area. The residential area is far from t office area. He initially started with luxury type of restaurant with lot of rich ambience and interior with high priced men After lapse of nine months, the restaurant failed to fetch the customers. He started analyzing where the things ha gone wrong. His restaurant is quality restaurant and still failing. After analysis, he could make out following observatio
- Restaurant is located in office area and all the office staff leaves mostly around 8 pm. They bring their lunch w
them. b) Residential area is far which is consisting of mostly middle class families. c) Spending capacity of customers low. d) Business visitors are also less because of the nature of corporate offices. After due thought, he changed t restaurant into a fast-food outlet. Soon, it started fetching the customers and he is having happy time now. However, feels that there is low profit margin and less growth opportunities, if he does not do anything. Now to enhance growth, is planning for awarding franchisees to other outlets in the city and beyond.
Answer the following question.
Q1. In your opinion, is the decision of changing luxury restaurant into fast food outlet is correct one? If yes, how and why the decision is correct?
Q2. Please help him to work out franchisee network and pricing strategies. What advertising and promotional methods do you suggest to attract and retain the customers?
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