Professional Documents
Culture Documents
Harnessh G (PGDM IB First Year) Kapil Jain (PGDM IB First Year) Pritish Mukherjee (PGDM IB First Year) Hitesh Kumar Gandhi (PGDM IB Second Year)
Harnessh G (PGDM IB First Year) Kapil Jain (PGDM IB First Year) Pritish Mukherjee (PGDM IB First Year) Hitesh Kumar Gandhi (PGDM IB Second Year)
com
Kapil Jain (PGDM IB First Year) kapiljain108@gmail.com
Pritish Mukherjee (PGDM IB First Year) pritishmukherji86@gmail.com
Hitesh Kumar Gandhi (PGDM IB Second hitech_11@yahoo.co.in
Year)
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