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    Harnessh Gnanasekaran
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    This document discusses analyzing a product's market positioning, brand acceptance, competitors, reasons for low market share, and growth avenues. It identifies strengths as existing brand equity and loyalty but weaknesses as limited product range and refill availability. Opportunities include a lack of competitors in the price bracket, while threats are well-entrenched competitors. Surveys found issues with distribution and a lack of refills discouraging retailer sales. Strategies proposed include improving distribution, entering the lower price segment, clarifying positioning, and revisiting the marketing mix.

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    This document discusses analyzing a product's market positioning, brand acceptance, competitors, reasons for low market share, and growth avenues. It identifies strengths as existing brand equity and loyalty but weaknesses as limited product range and refill availability. Opportunities include a lack of competitors in the price bracket, while threats are well-entrenched competitors. Surveys found issues with distribution and a lack of refills discouraging retailer sales. Strategies proposed include improving distribution, entering the lower price segment, clarifying positioning, and revisiting the marketing mix.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
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    5 views6 pages

    Presentation

    Uploaded by

    Harnessh Gnanasekaran
    This document discusses analyzing a product's market positioning, brand acceptance, competitors, reasons for low market share, and growth avenues. It identifies strengths as existing brand equity and loyalty but weaknesses as limited product range and refill availability. Opportunities include a lack of competitors in the price bracket, while threats are well-entrenched competitors. Surveys found issues with distribution and a lack of refills discouraging retailer sales. Strategies proposed include improving distribution, entering the lower price segment, clarifying positioning, and revisiting the marketing mix.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
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    of 6

     What is the product’s current positioning?

     What is the acceptance level of the brand?


     Competitors analysis
     Possible reasons for low market share
     Growth avenues for the company
    Strength Weakness
    •Existing global brand equity •Refills not available for many
    •Existing brand loyalty variants
    •Global R & D •Very limited product range in
    •Good aesthetics mass segment
    •Possible weakness in
    distribution system
    •Lack of promotional activities to
    increase brand awareness
    Opportunity Threat
    • There are not many •Well entrenched competitors
    competitors in the 30-70 price such as Cello in ball point
    bracket market
    • Tie up with corporate for
    standard stationary supplies to
    employees
     Area of survey: Ghatkopar, Chembur
     No of retailers surveyed: 17
     Possible missing links in distribution chain
     Absence of a strong distribution system
    discourages the retailers from pushing the
    product to the customers (lack of refills)
     Weak distribution system
     No presence in the lower price segment which
    can help in volume leadership
     Lack of clear cut positioning in India (On the
    contrary in the international space uni-ball is positioned by
    equating the writing experience to emotions)
     Unavailability of refills
     Personal interviews starting with retailers,
    distributors and stockists to understand the
    gaps in the distribution system
     Detailed market analysis based on
    questionnaires regarding the utility derived
    from pens
     Revisiting the current marketing mix and
    reframing the same based on the 7 Ps and 4
    Cs
     Prime focus areas – for debottlenecking
     Achieving market leadership in mid segment
     Driving growth by volumes – downward
    stretching
     Identifying a short term and long term
    strategies for increasing market share

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