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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 torchlight 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” SITUATION ANALYSIS Ambassador torchlight,a dry cell battery manufacturer wants to utilize its 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 surprise for Centrals 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 loyalty 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 cosseted some more to produce than normal blades. PROBLEMS 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 Centrals brands “Splash” and “Awake” they need to know why repurchase rate was low/What advertising and promotional strategy was called for? ALTERNATIVES 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 loyalty 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 hat 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 aural 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 fulfill the needs of existing customers. Marketing research should be done for the existing blades keeping in mind all the above mentioned factors. Ambassador torchlight can even enter into manufacturing of different kinds of bulbs,lead’s etc I. E they can diversify in different fields.
They can supply raw trials to other industries which manufacture the same kind Of products as them. They can even sale out the waste material left which is utilized in scrap industries. They can even enter into a barter with some of the industries in exchange of its goods.