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8/3/2019 Final Penton
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AATIKA GOENKA-106MANDAR RANE-76
TANAY TELANG-114PRIYANKA JOSHI-112SURAJ DUBEY-95ADITYA DEOLE-
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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
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1950 1980 1991
EXISTENCEOF DIY
PRODUCTS
DOWNTURNIN RETAIL
SALES
THREAT OFTAKEOVER
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SWOT
TAKEOVER BY OTHERCOMPETITORS.
Losingcustomer
SCOPE FOR NEWPRODUCTS
MARKET DEMAND GROWTH
DISTRIBUTIONNETWORK
SALESPERFORMANCE
PRODUCTORIENTED
FEEDBACK
CONTROL
R & D
BRAND NAME
pricingpolicy
STRENGTH
WEAKNESS
THREATSOPPURTUNITIES
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s
Product Place
Promotion Price
Penton
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Key AreasA marketing orientation
A far stronger and more effective planning culture
A structured and productive new product developmentprocess
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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.
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Know the market
Gathering information from existing customers
Understanding of competitors products Shopkeepers feedback
Reviewing the whole distribution network
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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
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Initiative should be taken for new product
Dedicated marketing team
Pull strategy
Customer relationship management
R&D should be interlinked with marketing
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Competitor's MarketMarket analysis with respect competitors:
Competitors and their products
Pricing policiesPromotional activities
Distribution channel
Credit policy
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Question
Q.2 What are the implications of your suggestions forapproaches to management control?
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Initially it will increase the cost
Increase in profitability by increase in sales
Enhancing their brand value and market share bypromotional and advertising campaign
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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
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Thank You
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