Case Study on Planning

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Case 1

BLUE BIRD Industries Limited, formerly BLUE BIRD WATCHES, is a joint venture of Mehta group and Industrial Development Bank of India. It was promoted in the year 1997. By the year 2000, BLUE BIRD emerged as the leader in the Indian quartz watch market, selling six million watches with 60 per cent market share. The watches are currently sold in 40 countries through marketing subsidiaries in London, Dubai and Singapore.

Blue Bird's expertise in marketing and brand building has elevated Blue Bird to the forefront of Indian brands. Blue Bird has been ranked as India's leading consumer durables marketing company. Winning awards for excellence has become a way of life with Blue Bird.

Blue Bird adopted an aggressive product strategy. They offered a wide and attractive range of quality watches. They offered Dual Time, World Time, Alarm and Long-Battery-Life Watches. Blue Bird offered a product that combined quality and fashion.

Opting for quartz was another important technological decision. Blue Bird went in for the most modem technology and the best international collaboration. BLUE BIRD flew down technicians from Europe to train its Indian Staff.

To ensure quality BLUE BIRD resort to Vertical Integration. They started manufacturing watch cases and other components.

Blue Bird positioned their watches as an ornament. It is not a product showing time, watches are expressions of taste and style. It is the most popular gift item to parents, children and life partners. High profile distribution was dominated by the showroom concept. Blue Bird opted for franchising and was very selective. Now, there are more than 6,000 retail shops. They are backed by an excellent service network. They underpriced repair and service charges and battery. In promotion too, BLUE BIRD chose an aggressive approach. They spend over Rs. 20 crores per year for advertising.

While BLUE BIRD has conquered all domestic players, global competition poses a new challenge....
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