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MARKETINGMANAGEMENT

Submitted by:

Ankita Shrivastava(05)

Anuj Jindal (13)

Jitesh Talesara (21)

Prashant Dixit (29)

Amit Sihag (37)

Piyush Gupta (45)

Vishal Vaswani (53)

Case study 2

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OVERVIEW

Soomesh sharma belonged to a robust north indianfamily

Ginger juice treated as best to cure throat infectionin his family

Did graduation in commerce and MBA in marketing(from USA)

Came back to india and launched cool cream (anice cream brand)

A well established ice cream brand in the country

Came up with a new flavour accidentally whilevisiting her sisters place (done by his sister)

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CONTD.

The new flavour was adrak

Idea passed on to the R&S dept.

Flavour tested in the market and seen to be doing

well Conference was arranged for the discussion on

pricing

Recommendations by various people:

Finance: cost = profit R&D : supported finance dep.(as copying was easy)

Sales : low price for market to accept

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CONTD.

Mfg. manager : no compromise on quality, and hencecompanys image

Purchase dept: described added costs for the product

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DECISION

Go with the decision of finance manageror

Take into consideration both sales and financedepartments points

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PROPOSEDSOLUTION

Premium pricing

A bit classy type of customer targeted

Rs. 5 or 10 hardly makes a difference

Can be promoted in winters Health conscious people also targeted

High cost of storing the inventory

Recovering the cost before the new entries in the

market Already recognized brand could not be kept at a

stake

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CONTD.

Ice creams : mainly for youngsters andchildren

Hence hard to fit ginger flavor to their taste

Unique and distinguished product, notrequired to break the competitors

Effects of low pricing:

Chances of incurring losses Would not be able to recover exp. On R&D

Wont attract premium customers

Delayed break even

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