vora case
TRANSCRIPT
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VORA & CO
• Will trial and error work?
• Poor understanding of the market- Consumer habits
- How consumers buy
• How to brand and package the product?
• Lack of understanding of role of intermediaries
• Lack of communication
• Poor sales
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VORA & CO
• Is the pricing acceptable to customers?
• Does pricing determines cost?
or
cost determines pricing
• How do you plan to communicate with customers?
• Is sales determining advertising costs?• What are the tasks involved?
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VORA & CO
SUGGESTIONS for Mr.VORA• What are his objectives
Short – term profits
vsplayer for a long haul
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VORA & CO
• Understanding customers
- Needs
- Wants- Habits
- How do they buy
- What prices are acceptable
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VORA & CO• Can you produce the product at prices acceptable to
customers?
• How would you make the product available to
customers?
• Motivational issues of your channel partners?
• What are the communication tasks?
- Message- Media
- Budget
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VORA & COShaping up the organization
• How would organization be shaped up?
• Become customer oriented
• Issues- Organization structure
- Communication
- Centralized
vs
Decentralized
• Organizing and implementing marketing effort.
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VORA & CO
• BUSINESS PLAN
• Indicates sales and profits for next 10 years
• For sales
• Projecting demand and price is necessary
• To estimate demand, consumers intention tobuy needs to be studied.
• Price acceptable to consumer
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VORA & CO
• Can Mr Vora produce the product at a cost
which is less than the price?
• Mr Vora can make profits
• Is he looking for profits in the short-term or
he is willing to wait?
• If Mr Vora’s objective is to have an ROI of
20% from the second year, can this business
generate the same?8
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VORA & CO
• Direct cost per case(36 tins) is Rs 59.92
• Overhead cost per case is Rs 12.18
• Advertising cost is not included
• Distribution costs, advertising costs are not
included
• What is the quantity
• We do no know
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VORA & CO
• Why
• We are not clear as to what costs are
incurred in distribution?
• Where will this be made available?
• Estimation of the cost and ROI to channel
partners need to be determined.
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VORA & CO
• Similarly the promotion costs entail
• To understand the current awareness of
prospective customers
• Effort it will require to take consumers from
awareness to action
• Mr Vora has no idea?
• How Rs 4000 expense was determined?
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VORA & CO
• If we add this to existing costs of Rs
72.1(59.92 plus 12.18) then the costs will
certainly exceed beyond Rs 80?
• Will Mr Vora be able to sell at a price of
anything in excess of Rs 80/
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VORA & CO
Learning
Understanding of buyer behavior
Understanding of competition
Business objectives
Does business helps you to achieve objectivesUnderstanding of the marketing environment?
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