final penton

8/3/2019 Final Penton

1/15

AATIKA GOENKA-106MANDAR RANE-76

TANAY TELANG-114PRIYANKA JOSHI-112SURAJ DUBEY-95ADITYA DEOLE-


2/15

Penton Ltd.

Manufactures and markets a range of DIY productsunder the EASI-WAY brand name

Performance over past ten years was unimpressive

The company was subject to Takeover Bid, but theboard managed to fight off the bid(in 1991).

Decision was taken to bring in a firm of marketingconsultants to conduct a detailed audit of the companydue to downturn in retail sales and reduced profitmargins


3/15

1950 1980 1991

EXISTENCEOF DIY

PRODUCTS

DOWNTURNIN RETAIL

SALES

THREAT OFTAKEOVER


4/15

SWOT

TAKEOVER BY OTHERCOMPETITORS.

Losingcustomer

SCOPE FOR NEWPRODUCTS

MARKET DEMAND GROWTH

DISTRIBUTIONNETWORK

SALESPERFORMANCE

PRODUCTORIENTED

FEEDBACK

CONTROL

R & D

BRAND NAME

pricingpolicy

STRENGTH

WEAKNESS

THREATSOPPURTUNITIES


5/15

s

Product Place

Promotion Price

Penton


6/15

Key AreasA marketing orientation

A far stronger and more effective planning culture

A structured and productive new product developmentprocess


7/15

Questions

Q1. As a member of team of consultants, you have theresponsibility for making recommendations as to howthe organization might most effectively achieve thefirst two of the points mentioned under key areas. Youare therefore required to prepare a report showing how

this might be done.


8/15

Know the market

Gathering information from existing customers

Understanding of competitors products Shopkeepers feedback

Reviewing the whole distribution network


9/15

RecommendationsSegmentation should be Based on Geography

Target Audience should be Middle Income Group

Positioning should be based on Brand Extension

Promotion: Demos in retail market,website

Periodic Audit should be conducted


10/15

Initiative should be taken for new product

Dedicated marketing team

Pull strategy

Customer relationship management

R&D should be interlinked with marketing


11/15

Competitor's MarketMarket analysis with respect competitors:

Competitors and their products

Pricing policiesPromotional activities

Distribution channel

Credit policy


12/15

Question

Q.2 What are the implications of your suggestions forapproaches to management control?


13/15

Initially it will increase the cost

Increase in profitability by increase in sales

Enhancing their brand value and market share bypromotional and advertising campaign


14/15

Approach

Amarketing information system (MIS) consists of

people, equipment, and procedures to gather, sort,analyze, evaluate, and distribute needed, timely, andaccurate information to marketing decision makers.

Direct & guide R & D department as per marketrequirement


15/15

Thank You

final penton

Documents