Sukkur IBA

University
Marketing Management

Submitted To
Dr. Ruksana Gul

Submitted By
Safi Ullah
Suresh Kumar
BBA-6(B)

Case assignment#2: Green Co.

Dated: 23/12/2020
Q#1
Value proposition of GreenCo,
Providing unique value creates good perception in consumers mind. In this
Case, Green Co.’s value proposition to its customers is healthy, tasty, nutritious
and different frozen food range. The customers who want to have good and
healthy food as they are health conscious are provided frozen food for both
vegetarian and non-vegetarian which free from preservatives.

B2C Strategy
It depends upon the goals and objectives of a B2C business to segment, target
and position its products in customers mind. However, in this case the
segmentation of Green Co. is the women who are in home or working in home.
The target segment of Green Co. is the people who are more attracted toward
frozen healthy food. The positioning of Green Co. is to provide them unique
frozen food with different variety which are nutritious, tasty, healthy, and
preservative free.

Q#2
A successful business is known from its growth. Green Co. should go for B2C
as well as B2B segments. They can go for selling their products to other
businesses such as hotels, restaurants, cafe and other online food platforms in
huge quantities as the nutritious frozen food is needed by them. Consumers are
mostly likely to go these places in order to buy these products and they also go
to retailers who sells frozen food.
Creating a brand name of own from the product of other company is illegal.
Green Co. should not send its product to Tiwari as Tiwari is creating his own
brand by using Green Co. products. By doing this the positioning of the brand
might hurt and consumers will not be buying it. The set goals and objectives of
the brand might not be accomplished.

Q#3
As described in Case, Blast Freezing technology is getting better in freezing but
the issue with that technology is that the ice crystals which arise from the
shortage of power. Both the blast freeing and traditional freezing technology
seems similar with this fault. However, investing in a costly technology with no
better result will be foolish for this company. Since they are in initial stage so
the resource constraint will not allow them to purchase such technology. By
acquiring this technology will create more cost to the firm.
Q#4
There are multifarious factors that has to be kept in mind before going to
finalize the prices. Following are the factors that Green Co. has to consider
before finalizing their prices.
Competitors
Competitors are best player which can impact pricing strategy. They are the key
factors who have lots of customers with loyalty. In order to attract most of the
customers, they must know what their competitors are charging and they should
come up with a better competitive pricing so that the customers should go to the
other brand.
Customers
Customers are what makes your business successful. Green Co. should know
the affordable prices of frozen food that their customers expect. They should not
go for premium prices as customers might switch to competitor. They should be
giving affordable frozen food to their customers with best quality than the
competitors.
Cost
The cost is important factor for deciding the final price of product. It includes
variable and fix cost. Green Co. should evaluate their cost and offer best price to
their customer.

Pricing Strategy
The best pricing strategy for Green Co. would be Penetration pricing strategy. It
is good strategy to grab a lots of customers by reducing the price than the
customers. By doing this they can good market shares and later on they can
increase their prices.

Q#5
The viable communication helps company to reach to the customers effectively.
In order to have a viable communication with the customers the company must
know their unique selling point which they can offer to customer. In this case
the Green Co. USP is high quality and healthy frozen food with variety of
ranges. The following has to be adapted while doing a viable communication
 Since Green Co. is targeting North India, use of their language will make it viable
communication and attract more of new customers.
  The ads should be realistic and believable so that the customer expectations are met.
They should not exaggerate their product in their ads.
 Buzz marketing by customer will help Green Co. to have a broad audience.
 Social media marketing is best tool now a days that firms use to boost their sales and
attract a huge audience with less cost. Green Co. should go for marketing in social
media site such as Instagram, YouTube and Facebook.

Q#6
Green Co. Should go for local market storage system with best facilities as they
do not charge high prices. When they have huge market shares and lots of
customers they have to go for hyper markets and superstores. This way they will
have improvement in their supply chain and distribution of their products nation
wise. For current time, they have to maintain good logistic partners. So that
their products are transferred to different stores safety and timely.
For a long term, they need to make their own freezing store. They can go for
online delivery of their products and have good transportation of their own in
order to reach easily and timely.