Case Study Vora
Vora and company : case study
The case in brief
INTRODUCTION: In 1959, Vora and Company had started to manufacture its BLOSSOM Quick Cooking Oats and it started selling the same nationally in 1961. Till 1963 Blossom had failed to attain a profitable volume of sales. According to the case: * Champion oats , Blossoms main competitor started operations 3 years prior to introduction of Blossom, it had first mover advantage. * Test among consumers rated Blossom oats as equal to or better than competing products. * It is available at a lower price than Champion oats.
TARGET MARKET and POSITIONING: Blossom Quick Oats were aimed to families with high medium to high income. It high nutritive value of oatmeal porridge and appealed to housewives as it took less time than the old rolled out variety and were also easy to cook since they were pre cooked in the manufacturing process.
Why did Blossom Failed????? Failure of Blossom can be attributed to the wrong marketing mix. The following points explain the reasons for its failure: * PRODUCT:
Withdrawal from the market created negative image for brand.
Missing ISI mark which was present on the competitors product.
* DISTRIBUTION CHANNELS:
Sluggishness of Agents and Sub-agents. Agents and sub agents are not proactive as they are not buying, stocking and distributing. Company does not have face to face interaction with selling agents.
* PROMOTION:
Tin packaging is almost identical to Champion, difficult for customers to distinguish.
“Quick Cooking” was typed in small font.
Advertising was stopped as the cost was justified by the sales.
* PRICING:
Was priced sell than the competitor. Since the target market is not price sensitive, less price gave the perception that the product is cheap.
Blossom was actually being sold at a loss, which is explained in the financial analysis attached in the excel sheet.
* PLACE:
Blossom concentrated majorly in South India where the
The case in brief
INTRODUCTION: In 1959, Vora and Company had started to manufacture its BLOSSOM Quick Cooking Oats and it started selling the same nationally in 1961. Till 1963 Blossom had failed to attain a profitable volume of sales. According to the case: * Champion oats , Blossoms main competitor started operations 3 years prior to introduction of Blossom, it had first mover advantage. * Test among consumers rated Blossom oats as equal to or better than competing products. * It is available at a lower price than Champion oats.
TARGET MARKET and POSITIONING: Blossom Quick Oats were aimed to families with high medium to high income. It high nutritive value of oatmeal porridge and appealed to housewives as it took less time than the old rolled out variety and were also easy to cook since they were pre cooked in the manufacturing process.
Why did Blossom Failed????? Failure of Blossom can be attributed to the wrong marketing mix. The following points explain the reasons for its failure: * PRODUCT:
Withdrawal from the market created negative image for brand.
Missing ISI mark which was present on the competitors product.
* DISTRIBUTION CHANNELS:
Sluggishness of Agents and Sub-agents. Agents and sub agents are not proactive as they are not buying, stocking and distributing. Company does not have face to face interaction with selling agents.
* PROMOTION:
Tin packaging is almost identical to Champion, difficult for customers to distinguish.
“Quick Cooking” was typed in small font.
Advertising was stopped as the cost was justified by the sales.
* PRICING:
Was priced sell than the competitor. Since the target market is not price sensitive, less price gave the perception that the product is cheap.
Blossom was actually being sold at a loss, which is explained in the financial analysis attached in the excel sheet.
* PLACE:
Blossom concentrated majorly in South India where the