CASE STUDY

05/02/231

05/02/232

05/02/233

05/02/234

05/02/235

OUR RECOMMENDATIONMR. DEXSON SHOULD ADOPT STP STRATEGY.SEGMENTATION : PROFESSIONALS (m1) BALD PERSON (m2) COLLEGE STUDENTS (m3) TARGETING: PRODUCT SPECIALIZATION

STRATEGY m1 m2 m3 P1 HAIR O’ CARE P3 POSITIONING: HAIR O’ CARE – “ A COMPLETE

HAIR SOLUTION“ 05/02/236

MARKETING MIX 4 P’SPRODUCT:

PRICE: Rs 999PROMOTION: ADVERTISING SALES PROMATION ( FREE SAMPLE DISTRIBUTION)

HAIR O’ CARE

05/02/237

05/02/238

MARKETING STRATEGY : INTRODUCTION STAGE

High

Low

Price

High LowPromotion

Rapid Skimming Slow Skimming

Rapid Penetration Slow Penetration

8

BEFOREAFTER

05/02/239

PLACE/DISTRIBUTION CHANNEL:

DR. ARCHIT PHARMACEUTICAL

DIRECT MARKETING CHANNEL

INTERNET

TELEMARKETING

RETAIL

STORE

SALESMAN

CONSUMER 05/02/2310

05/02/2311

DR. ARCHIT PHARMACEUTICAL

INDIRECT MARKETING CHANNEL

SWAIN CO.

(RETAILER)

SHARMA PHRMA LTD

(WHOLE SELLER)

GUPTA & SONS

(RETAILER)

CONSUMER

05/02/2312

05/02/2313