Psi Bangladesh
Marketing Management
Case Analysis
Q. What are the reasons for Raja 's success and Maya 's failure?
| Raja | Maya | Cost | * The product was perceived to be better than the free condoms distributed by the government, still emerging as affordable to the masses. * The low cost offers a profit margin to the distributers of the product whose substitutes are otherwise available for free. | * The low price of Maya is leading to reinforce the image of the product as being of low quality despite of it being a high quality drug. * The low cost offers a low profit margin to the distributers of the product and further discouraging them to market it. | | Raja | Maya | Communication | * The communication strategy was well placed to target the male population. * The name “Raja” suggests an attempt to appeal to the male masculinity, bravery and power. * Resemblance of the brand to playing cards gave it easy recognition and better understanding amongst the people. | * Need to be targeted at the men, as 80% of the products for women are purchased by men. * The Medical practitioners and RMPs were not taken into confidence. They were also misinformed about the product’s effectiveness. * Emergency Pills, though available without a prescription, are perceived as powerful drugs. However the strategy adopted was that of over the counter product. | Convenience | * Marketed was available at the retail stores, general stores and pan stores, thus rendering them easy availability * Fewer inhibitions to buy the product. | * Maya is available at general stores, pan stores and the pharmacies. * More inhibitions since the powerful drug were easily available. |
What is your plan for improving Maya sales? What are the implications of your suggested plan? Work out costs and other relevant figures for the same, wherever possible.
The basic observation which can be inferred from the case is how two products that have the same objective
Case Analysis
Q. What are the reasons for Raja 's success and Maya 's failure?
| Raja | Maya | Cost | * The product was perceived to be better than the free condoms distributed by the government, still emerging as affordable to the masses. * The low cost offers a profit margin to the distributers of the product whose substitutes are otherwise available for free. | * The low price of Maya is leading to reinforce the image of the product as being of low quality despite of it being a high quality drug. * The low cost offers a low profit margin to the distributers of the product and further discouraging them to market it. | | Raja | Maya | Communication | * The communication strategy was well placed to target the male population. * The name “Raja” suggests an attempt to appeal to the male masculinity, bravery and power. * Resemblance of the brand to playing cards gave it easy recognition and better understanding amongst the people. | * Need to be targeted at the men, as 80% of the products for women are purchased by men. * The Medical practitioners and RMPs were not taken into confidence. They were also misinformed about the product’s effectiveness. * Emergency Pills, though available without a prescription, are perceived as powerful drugs. However the strategy adopted was that of over the counter product. | Convenience | * Marketed was available at the retail stores, general stores and pan stores, thus rendering them easy availability * Fewer inhibitions to buy the product. | * Maya is available at general stores, pan stores and the pharmacies. * More inhibitions since the powerful drug were easily available. |
What is your plan for improving Maya sales? What are the implications of your suggested plan? Work out costs and other relevant figures for the same, wherever possible.
The basic observation which can be inferred from the case is how two products that have the same objective
References: http://en.wikipedia.org/wiki/Rebranding