While hosting rural show, Companymust invest in research activity to understand new market.

It
can collect data from secondary source as well as primary source (like focus group, interviews,
etc). Companymust understand the need of customer and the price for which they are willing to
buy for the need. Accordingly, company can design its product mix and display on roadshow.
For promotion channel, it can take traditional approach or word-to-mouth approach to spread the
words. The quality of product and service should be same as previously provided. There must be
feedback analysis for product trial and repeat purchase of product.

Company, the leader in the hair care product market in Kenya, currently losing its market share
to competitors. In order to gain the market share, ABC must consider available three options for
the promotion activity. The promotional activity must improve Company brand image as well as
gain market share and profits. The focus is on the customer reach to assess the number of units
sold. Profit calculations are done against each option. The final decision is based on demographic
data and suitable market/ing assumptions.
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