Business Strategy

Topics: Marketing, Coca-Cola, Business-to-business Pages: 11 (1365 words) Published: May 17, 2014
About Elephant House
The Elephant house is a sri lankan company which is run under the group of john keels. The Elephant brand boasts of a rich heritage that not many others can compete with. Elephant house has sustained for over 140 years and it is a sub company of john keels group. The elephant has remained as one of the reflecting, quality, trust and value-for-money in Srilanka. Manufacturers,Exporters & Distributors of Elephant House Beverages presently includes Carbonated Soft Drinks,Caffeine based Beverages,Ice Creams,Frozen Desserts and Processed Meats. RETAIL-Manage and Operate Chain of Supermarkets.

Elephant House plans to introduce New Ice ream for Kids and sugar free ice cream for adults. Explain suitable marketing mix strategy for above plan.

Market Segmentation : Demographic
Age: Kids / Adults

Ice Cream for Kids.
Product :
Kids usually like different kinds of flavors’ (chocolate, strawberry, mango, etc). Elephant house can produce these flavors for children. Price :
For kids product we can use small packages, they not eating lot, but they always want. So mini package for small price is suitable. Place :
we can sell it through mobile shop in school areas and hot climate areas. Though Supermarket chains / Shops also elephant house can distribute their products Promotion :
Elephant house can sponsor for school events, sports meet and they can organize national level events for kids and they can promote their product through TV commercial / posters.
Ice Cream for Adults.
Product :
We can’t mixture flavours for this ice cream, this is totally suger free ice cream, we can use some ayuvedic plants mixture for helping adults to save their heath conditions Example : For Cholesterol patient we can add some cholesterol reducing plants as mixture for ice cream. Then they will buy it. Price :

We should use medium and large package and reasonable price. Because adults buying goods for using for period. They can use refrigeration and save and use it. Place :
Supermarket, Shops, mobile shops in hot climate areas
Promotion :
always elephant house had the best promotion activities. It is better to do some TV ads

Elephant House Marekts Sausges for final customers and tourist hotels. Distinguish B2B and B2C marketing strategies with respect of Elephant house

Elephant house produces unique quality sausages that none can match. They market them mainly to the tourist hotels and some to the local super markets.B2B market concerns about selling the sausages to the hotels for them to prepare and sell; and B2C concerns the sales occurred to the local final customers. B2B and B2C marketing are both about people. Even when dealing with businesses, sales are still largely dependent on human relationships.

Elephant house will market the sausages business equally to the final customers as well as to the hotels to keep in touch with both the parties because customer loyalty or connections with elephant house is necessary for a successful B2B & B2C marketing.

However the reality is the hotels sector buys a large stock at once at any price so these are the benefits elephant house get through B2B marketing:

Involve a more complex value proposition than a typical consumer purchase. Have higher transaction values.
No need of packaging in small quantities
No need of extra advertising on the package

Of course, there are some consumer purchases that rise to the complexity of B2B decisions, But generally, B2C depends more on branding, advertising, promotions, to increase sales, which are often made in B2B, as opposed to the hard business calculations, and personal business relationships that drive B2B sales. Branding, advertising, and promotion are useless in B2B marketing because they will surely buy the product until there is no complimentary ; But B2B marketing’s is a more complex and lengthier buying cycle, it demands...
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