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Brand Management
Q1. RedPly (name changed) is a leading
Indian plywood manufacturer. Along with plywood it also manufactures and
markets allied products for furniture making including laminates, veneer, doors
etc. though Plywood remains its largest revenue contributor. RedPly prides
itself w.r.t its product quality and remains committed to providing the highest
quality to its consumers. Over the years it has installed latest machines and
equipment for high-class manufacturing, though it leads to escalation in
production cost. RedPly’s closest competitor is OrangePly (name changed), with
unbranded players being the most significant competition. OrangePly competes
through flexible retailer terms and smart marketing and communication strategy
while unbranded players offer 30-40% lower price. Plywood retailers and
carpenters are the key influencer to customer’s decision. While customers
(Home-owners) show a preference for RedPly, retailers try to convert them to
brands offering higher retailer margins. Carpenters demand higher price for
using branded plywood and assure home-owner about the quality of the ISI-marked
products or unbranded products. Due to
above factors RedPly is consistently losing market share and is facing price-
pressures. Plywood market is dominated by the unbranded segment (~60%) with
branded players (RedPly, OrangePly, others) forming the remaining.
Critically analyze the RedPly’s market
situation to identify its business challenges. What is/are the possible
outcomes if RedPly does not respond to these challenges? Suggest the strategic
options available to it. What are the pro and cons of each strategic option?
(10 Marks)
Introduction
Business challenges
are not new thing for agent or organization anyway the thing which matter is
the manner in which individuals handle its circumstance. When we discuss redply
there are numerous contender of it and that gives numerous business challenges.
To deal with those difficulties, they should make vital stride so it could lead
just development and achievement as opposed to getting misfortune in business.
Idea and
Q2. Nitin bhai is feeling perturbed. His
company Velvet Paints has recently acquired a Kerala based paints company
Trichy Paints a year ago but he has been unable to merge the two brands till
today.Velvet Paints’ primarily market is in the decorative paints segment. It
is known for its quality and innovative products but has limited brand appeal
specially in southern market. Trichy Paints has a broader product range across
Decorative as well as Wood finish segments. Kerala is Trichy paints key market
though it has limited presence in other Southern markets (Tamilnadu, Karnataka,
Telengana etc.).
Nitin Bhai would like to do away with
Trichy Paints as a brand and would only like to use the acquisition for
expansion of production facility, personnel and distribution network. Multiple
brands require separate marketing & advertising expenditure. Nitin Bhai has
ambitious plans for Velvet Paints and plans to make substantial expenditure on
the marketing & promotion to be able to take-on established large players.
Being a mid-sized company, Velvel Paints has limited resources and multiple
brands require separate marketing spend thus increasing the budget required.
The key conflict here is regarding the Wood finish brand of Trichy Paints,
Woodshine. Velvet Paints has no comparative product and Wood shine is a leader
in its segment. Tampering with the brand may lead to market dilution.
To resolve the conflict, Nitin Bhai hires a
Hyderabad based market research firm Marquee. The market research firm held
discussions with the Trichy Paints management, trade partners (retailers,
distributors, wood-painters) and consumers. Below were the key findings shared
by the Marquee team.
Wooden
furniture polish is a niche segment with Wood
shine being the leading brand
Wood shine has
a very strong brand recall and brand connect
Consumers are
dependent on the wood-painters for the brand-selection and are often unaware of the product being used though
customers want the best quality for their furniture with low sensitivity to
price
Wood-painters
have limited education and have strong association of Wood shine with existing name and logo
How would you explain the situation and
brand challenges Velvet Paints is facing? What will be your advise to Nitin
Bhai in regards to brand portfolio restructuring? What should he do with Wood
shine? (10 Marks)
Introduction
Business challenges with velvet paint ought to be fathomed so that the
merger of velvet paint and wood sparkle can bring advantage for the business.
We will talk about the present circumstance at velvet paint and wood sparkle in
this area.
Idea and application
When
Q3. Happy SPA had started with the
philosophy of providing value-based-pricing and professional servicing. In the
over a decade of its existence it grew to 25 branches across 5 cities in North
and West India. In the last couple of years its membership had begun to
stagnate. It had aimed to grow to 100+ branches in the next 3 years through
franchisee model. For franchisee led growth it was important for Happy SPA to
boost revenue, something it has struggled with. A new strategy was formulated
to boost footfalls and it was decided to target stress-based issues through SPA
therapies. Stress has popularly been identified as the primary source of
health-issue in the modern day life. Management believed that by linking its
therapies to stress-ailment it will be able to increase relevance of its
packages. Along with standard SPA therapies Happy SPA came up with stress and
stress- linked ailments (fatigue, poor-sleep, back-ache etc.) specific
therapies.
As part II of the growth strategy, it made
significant expenditure in advertisement and expected it to drive growth and
its expansion plans. But the poor response to its campaign had put brakes onto
its plans and brought it back to the thinking room.
- Conduct a survey (sample size 5-8 people) exploring
linkage between stress-ailments and SPA. Present the survey-questionnaire
and the findings. (5 Marks)
Introduction
Review from existing
clients and also new clients could assist glad SPA with taking imperative
choice about the participation plan and bundle.
Idea and application
A portion of the study
b.
What do you think of the Happy SPA’s new growth strategy and advertisements?
What could be the reason for its lack of response? Analyze it according to the
survey-findings. (5 Marks)
Introduction
Stress sicknesses and SPA has numerous particular treatments offered by
Happy SPA and that has finish center around the clients dependent on enrollment
plan. While the organization was putting forth one way utilize and now they
have made arrangements for
Complete
Assignment available for NMIMS
in
rs 250 per assignment only
You
can call us 87-55555-879
Within
1 hour will revert you by mail
Sample only
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