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Pahalwan’s Case Study

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Pahalwan’s Case Study

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1. Introduction

Changing consumer preferences had started affecting the company. Pahalwan's did not believe in advertising its products and focused little energy on branding activities. Thus, there was a need to plan for an innovative and cost-effective communication strategy to boost its sales.

2. Developing New Marketing Strategy

        Following the marketing framework, we start with a situational analysis by using 5C’s, Strategic Marketing (STP), and Tactical Marketing (4P’s) in the current business scenario, and hence implement all the analysis.

3. Objectives

  • Increasing market size
  • Dealing with inbound competitors (direct and indirect)
  • Improving distribution channels
  • Improving communication channels

4. Value Proposition

  • Clean, hygienic sweets made from pure milk and ghee
  • Home delivery
  • Bulk order
  • Offline and online channel of distribution
  • Preparations for weddings

5. Market Opportunity Analysis

  • SWOT Analysis
  • Porter’s 5 forces
  • PESTEL analysis

6. Assessing Growth Opportunities

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Ansoff Matrix

6.1 Market Penetration

  • New Packaging of products
  • Attract competitors’ customers

6.2 Market Development

  • Sugar free sweets made with minimum oil to attract health conscious customers
  • Digital Marketing using Google networks, social media, and company website.

6.3 Product Development

  • Introduction of modern sweets like pastries, cream rolls, brownies, etc to attract younger generation
  • Additional toppings
  • Change in shape and size to give it more attractive look

6.4 Diversification

  • Addition of fast food products
  • Addition of restaurants for Indian food

6.1 Market Penetration

  • New Packaging of products
  • Attract competitors’ customers

6.2 Market Development

  • Sugar free sweets made with minimum oil to attract health conscious customers
  • Digital Marketing using Google networks, social media, and company website.

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