Name :SiddharthY.

Jain Date: 17/7/11

Learning s From Elephantine Case Study

Elephantine Case Study was indeed a very classic example of a complete outlook towards the Marketing Strategies followed by two companies and it showed us how the right Marketing practices results in achieving the optimum results. The following are the learning s from this case study:y Elephantine Group took a haste approach without actually involving the Market Research. They basically never worked on the STP (Segmentation, Targeting, Positioning) approach which lead to a bad product sale despite the product being unique and one of its type. Their Approach was only Product oriented. Apart from the false Marketing Strategies adopted they also lacked People Management as there was no questioning on their New Product sales for almost 6 months which showed lack of aggressiveness and keenness in sales.( No follow up was involved for the product sales, post its launch) On the other hand when Whiz- Bang got lucky to directly get a hands on for a unique product they ensured that it was a roaring success by just following these steps: Market Study- Scoping of the need of such a product in the market.  Buying this product post scoping and demand  Customizing / Enhancing the current bought design to suit market needs( Effective Customer Segment Target)  Aggressive Marketing of this product( also involving developing the effective distribution channel- Pre/post sales)  Intensive focus on after sales service and support( Customer Feedback & effective inter department coordination)

Apart from this the Elephantine Group fired their sales Manager and rightly so because:y y y He was not aware of his functions. He was not competent and lacked knowledge Also he was an inefficient communicator because he only went back after 6 months of nonsuccessful selling of the product and could have approached the management much earlier.

Apart from this the Management should have also fired the General Manager as he failed to integrate various departments & simply failed to understand the importance of basic market research. Elephantine had the advantage of being the First mover in the market with strengths of innovation. Moral: - Innovation Backed By Proper Marketing Leads to optimum Success