Submitted to: Submitted by: Prof. Atul Tandan (PAT) BrindaBhutani Director of PGDM
Ambassador torchlight - second largest market share in dry cell batteries and allied products, having a large distribution channel comprising of around 80,000 retailers and stockiest. The company now wants to utilize its distribution strength in consumer products and to expand their business. United battery manufacturers have started marketing their own private brand of blades and has achieved some moderate success so far. But in order to utilize its existing resources, distribution strength in consumer products and to expand their business Ambassador torchlights have come up with following strategies but which to opt is still a matter of concern: Whether to opt for their own private brand
Or take over the distribution channel of Central industries blade products “Splash & Awake”
Ambassador torchlight,a dry cell battery manufacturer wants to utilize its distribution strength in consumer products and to expand their business. United batteries have started marketing their own private brand of blades and has achieved some moderate success so far. The choice of the blades was made in order to utilize fully the distribution network which geared to serve economically weaker segments. But aggressive marketing has achieved a very high level of awareness and trial usership for Central’s brand “Splash” and “Awake”. But after marketing research,it showed that their was a need for some promotional and sales strategies to be opted for promoting their private brand of blades. Their was huge competition among nationally marketed and from foreign brands. Brand loyality was lacking among blade users.
Their was a lack in dealers push which is considered as a very important factor. The production of some special kind of blades costed some more to produce than normal blades.
Whether to opt for their own private brand or take over the distribution channel of Central industries blade products “Splash and Awake” And if they prefer to market their own brand ,than how should the product be positioned?Should they go for carbon steel or stainless steel blade/What segment of population should they cater to/What should be the price be?What should be the advertising and promotional strategy? If opted for Central’s brands “Splash” and “Awake” they need to know why repurchase rate was low/What advertising and promotional strategy was called for?
If you opt for your own private brand
Use best of the options available with you to increase the sales of your blades. Try and help consumers develop brand loyality towards your product. Use best of the advertising and sales promotion techniques available with you for increasing sales of your product. Use packaging easy to handle,attractive and has high shelf stand-off value. Product should be ranged moderately so that it can be preferred in rural areas as well. Blades should be able to provide large number of shaves per blade. Blades should provide smoothness and closeness which is the basic generic attribute of blades. Sale of their blades should provide high dealers revenue.
If they take over the distribution channel of Central industries blade products “Splash and Awake” They should check the quality of material used for making these blades. They should identify the number of shaves provided per blade. They should check the pricing of the blades so that its even suitable to rural segment of population. They should check whether the existing blades are properly marketed and promoted. They should check the packaging of these existing blades.
They should research and verify whether these existing blades are able to fulfil the needs of existing...
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