135625397 Green Ox Analysis

7/23/2019 135625397 Green Ox Analysis

1/5

GREEN OX

CASE STUDY

SOLUTION

Submitted by:

Muralidharan U (12BM60070)

Deepan Loganathan (12BM60081)

Prashanth P (12BM60086)

Prakash M (12BM6009)


2/5

1. How could the market be segmented? From green ox`s perspective what are the pros and cons

o! each?

!eg"ent Pros #ons

Ps$%hographi%s a& 'n this %ase e %an

identi$ the possi*le

distri*ution %hannel or

ea%h kind o group+

*& ,his kind o

seg"entation %an gi-e

us the possi*le

ingredients hi%h are

%hosen *$ ea%h kind o

people

a& 't is dii%ult to %o"e to

a pri%ing de%ision+

*& .e %annot identi$

gender preeren%es

De"ographi%s (/ge ender

'n%o"e)

a& ender preeren%es %an

*e esti"ated

*& ,he in%o"e le-el o the

people ill *e useul in

esti"ating the pri%ing

o the produ%t

a& .e %annot %o"e to a

%on%lusion ith regarding

the retail distri*ution

netork+

b- .e %annot %o"e to a

%on%lusion regarding the

ingredients that should *e

used+

": #hich particular segment do you recommend $reen %x !ocus on and why?

,arget seg"ent "ust *e anal$sed in de"ographi% Ps$%hographi% and produ%t usage %hara%teristi% o

%usto"ers+ .ith reeren%e to the sur-e$ its apparent that the age group "ore than 0 e3perien%ing

"ore drinks produ%t si"ilar to 4reen 53+ #onsu"ers in the age group 2&0 and less than 2

%onsu"e e-en less than 0 o age group o "ore than 0+ /s this produ%t is uite e3pensi-e

%o"pare to its %o"petiti-e produ%t 'n%o"e seg"ent should *e those people ho are earning "ore

than 7:+

/ -er$ -ital point in the %ase is that the o"ens proportion in total nu"*ers o sports person is

in%reasingl$ large and its groing su*stantiall$ in past+ /lthough in high in%o"e household seg"ent

"ales are gro%er$ pur%haser *ut e"ale proportion still ; in pri"ar$ gro%er$ pur%hasing+ /s

"entioned %lu* store ood store and gro%er$ store a%%ount "ore than 0 sales o sports drink

produ%ts+ ,hereore o"en seg"ent ill *e an i"portant seg"ent as the$ are regular pur%haser in

%lu* stores+


3/5

&. 'escribe and de!end a positioning statement !or the target segment you recommend.

/"ong all "en and o"en reen 53 is the *rand o !ports drink that not er+ Based on its positioning and

target seg"ent e ha-e sele%ted the olloing ; la-ours?

/l*erta Bound

@ello :nie

Aasper Mountain

!in%e it is "entioned in the %ase that onl$ ;0 o potential %usto"ers ere "ore lo$al to la-our

than *rand+ en%e e %an spend "ore on pro"oting the *rand+

Cro" ta*le ; e %an o*ser-e that 0 o 7 %onsu"ers preer /l*erta *ound la-our+ !o in order to

%o"pete ith 7 it ill *e a good strateg$ to introdu%e the la-our+ Curther the -egeta*le drink (7)

has natural antio3idants and hen%e it is good or health and reen 53 hi%h has added antio3idants is

ha-ing the sa"e *eneits as that o 7+ /lso ; and ;1 o sports drink %onsu"ers preer $ello

knie and


4/5

). #hat*s the most important thing we need to know that we don*t know yet? +xplain why?

,he "ost i"portant thing that the "anage"ent o Pal"er Aa%kson doesnt kno *ut needs to kno

as that the strateg$ or introdu%ing reen 53 depends upon a plator" o inter&related para"eters

so"e o hi%h are?

Pri%ing /nal$sis

Eu"*er o la-ors and preeren%es

Positioning %on%ept

/ll the a*o-e para"eters intera%t ith ea%h other to help the "anage"ent de%ide a*out the Ftargeting

de%ision ith respe%t to the anti&o3idant pill+ ,he "ost i"portant thing as that Pal"er Aa%kson

anted to le-erage *oth sports drink as ell as anti&o3idants groing "arket+ ,hese *oth ere

relati-el$ -er$ strong "arkets ith high regulating "argins+

,o %apture su%h "argins an appropriate pri%ing anal$sis ith a %orre%t target seg"ent in "ind as

-er$ i"portant+ .hereas reen 53 as "ore e3pensi-e to produ%e than these sports drinks in the"arket due to added %ost o anti&o3idants+

!o de%ision on selling %hannels to %apture su%h high "argins as dii%ult+

,o su" up additional inor"ation that "anage"ent needed

%o"petiti-e response

/dditional %onsu"erG%usto"er insights

/ter all the *ase o the ne produ%t is a te%hniue to or dissol-ing %o""on o3idants su%h as

ita"in = and glu%ose *e-erages+ Cor ho long Pal"er group ill ha-e %o"petiti-e ad-antage or the

produ%t thats *eore it is %opied+ Pal"er Aa%kson is alread$ a ood and *e-erages "anua%tures and

the laun%h o reen 53 %an result in de%rease o sales o the e3isting Pal"er produ%ts+ ,his

%anni*ali>ation need to *e %o"pensated in the pre"iu" or sales o reen 53+


5/5

I. How could this market be segmented? From Green Ox's perspective, what are the

pros and cons o each?

II. !hich particular segment"s# do $ou recommend Green Ox ocus on? !h$?

III. %escribe and deend a positioning statement or the target segment $ou

recommend

I&. almer (ackson reali)es that product, price distribution, and promotion decisions

or Green Ox all rel$ on the decisions the$ make with respect to *uestion +- and

that all our o the '''' decisions are intertwined and depend on each other. he$

eel that the place to start is with some notion o how man$ lavors o Green Ox

the$ should introduce and at what price. he$ want $our advice on that as well

A. Product

B. Price

Documents

135625397 Green Ox Analysis