Pahalwan’s: Need for a

new marketing Strategy

APO 9
210101185         Namrata Aggarwal 
210101029         Chandra Pratap Bajpai 
210101112         Srajan Gupta 
210101114         Sumant Mishra 
210101137         Madhur Bharadwaj 
210103005         Abhishek Mishra 
 5 C Analysis

Company Customer
• First shop opened in 1934 in Jammu Context
• From Jammu and nearby regions
• Founded by Anant Ram Abrol but later taken over by • People of all age groups
Sat Pal Abrol and his brothers. • Rising disposable income resulting
• Not health conscious
• Products included raw milk and milk-based products in larger customer spending
and later diversified into namkeen, sweets and Indian • Change in preference towards MNC
fast food food giants driving younger
generation away from Indian
sweets and snacks
• Rising trend of online retailing in
Jammu region
• Invested in modern production
processes
Collaborators Competitors
• Local Level: Small Sweet Shops
• Raw material Suppliers • National Level: Haldiram’s, Nathu’s
• Aggregators like mithaimate.com(partnership fizzled • Foreign Fast-food chains: Domino’s, Pizza
out) Hut, McDonald’s, KFC
 Decision
Decision Problem
Problem

Decide on a strategy for Pahalwan’s to stay relevant in the increasingly competitive market and with changing
preferences of the new generation of customers.

Alternatives

Alternative 1: Geographic Diversification

Increasing branches across state to improve accessibility and increase market size

Alternative 2: Rethink Communication Strategy

MNC’s focused largely on presentation and marketing

Alternative 3: Develop Online Channels

The company had not yet utilized the full potential of its website
 Evaluation of Alternatives

Ansoff Matrix

Develop a new communication plan to – Can increase product portfolio by –

• Stimulate existing customers to buy more • Including a wider variety of Indian food from
• Encourage potential customers to buy the Market Product different regions of the country
company’s products Penetration Development • Developing competency in Western fast food.

Can take two approaches –

• Improve website and logistics for online channel Diversification by –
to cover a larger geographic area • Establishing stores outside Jammu with a
Market Diversification
• Open branches in different regions across the Development diversified product portfolio which may also
state allowing the company to target new include regional cuisines
geographic segments
 Recommendations

Pahalwan’s should focus on their core competencies and take the following actions –

• Develop a sound and well thought market strategy to improve the market share of the company

• Expand into different regions of the state by establishing physical stores to improve accessibility

• Increase online presence by improving the website and the delivery system to cover a larger area

• Improve presence across social media to target younger customers

 Handling the Negatives

• Maintaining Quality across branches: The main branch could utilize online networking to collect
data from each branch and thus keep a check on the quality of the products.

• Consistency: Can be maintained through structured training programme for newly hired staff and
through keeping a quality check on the raw material used in the production

• Creating a centralized team to manage the above-mentioned concerns and keep track of functions
such as procurement, marketing and finances

• Profit is not an issue for the company thus spending a little more to streamline different processes
will prove fruitful in the long run

• The customers trust the quality of the products made by the company. Introducing new product
category may take some time to establish presence and achieve the expected quality benchmark

• New product categories may also cannibalize the sales of existing products
Thank You