Recommendations for Hair Oil Comapny's
Recommendations as based on the case are as per the four P’s of marketing, i.e:
Product
Price
Place
Promotion
Product:
As far as product is concerned there is not any necessity of changing the basic features of product. Parachute hair oil enjoys a great customer satisfaction and brand loyalty. Our suggestion is in relation to the packaging. Most of the customer feels that there should be a cap at the top so that after using the oil from blister pack they can recap it, as it will prevent oil wastage.
Price:
As far as price is concerned we can’t suggest anything better as it is already competitive.
Place:
Although distribution channel of Marico is among the best in corporate India, during our retail analysis we found that many of the retailers are not storing the blister pack. Company needs to place blister pack on most of the stores and especially on pan-beedi shops were the lower segment people comes more, who are the major customers of blister pack.
Many of the retailers are not storing blister pack and storing the local brands of competitors in the same category. The major reason posted by retailers is low margin in case of parachute blister pack. Many a retailers replied that they are getting margin just double of parachute in other local brands. For more penetration of the pack in the market retailer margin needs to be increased.
Promotion:
Promotion is the most neglected area in case of blister pack. Most of the respondents said they have never seen an advertisement of blister pack on T.V. or any other medium also.
The respondents who are aware of blister of blister pack replied that they have seen it first time on shop outlet. Marico needs to take some promotional programme for blister pack. Other than television advertising, hoardings will be the best medium of promotion for blister pack especially on railway stations.
To increase the retailer visibility Company should provide hangers or some sort of dispensers to retailers in which they can keep blister packs on shop counter or shelf near to the visibility of customers.
Point of purchase advertising like glow sign boards, gondolas will also be lot productive to increase awareness of blister pack.
Advertising of blister pack should be done targeting the traveling segment, which is the major customer segment of blister pack.
Recommendations as based on the case are as per the four P’s of marketing, i.e:
Product
Price
Place
Promotion
Product:
As far as product is concerned there is not any necessity of changing the basic features of product. Parachute hair oil enjoys a great customer satisfaction and brand loyalty. Our suggestion is in relation to the packaging. Most of the customer feels that there should be a cap at the top so that after using the oil from blister pack they can recap it, as it will prevent oil wastage.
Price:
As far as price is concerned we can’t suggest anything better as it is already competitive.
Place:
Although distribution channel of Marico is among the best in corporate India, during our retail analysis we found that many of the retailers are not storing the blister pack. Company needs to place blister pack on most of the stores and especially on pan-beedi shops were the lower segment people comes more, who are the major customers of blister pack.
Many of the retailers are not storing blister pack and storing the local brands of competitors in the same category. The major reason posted by retailers is low margin in case of parachute blister pack. Many a retailers replied that they are getting margin just double of parachute in other local brands. For more penetration of the pack in the market retailer margin needs to be increased.
Promotion:
Promotion is the most neglected area in case of blister pack. Most of the respondents said they have never seen an advertisement of blister pack on T.V. or any other medium also.
The respondents who are aware of blister of blister pack replied that they have seen it first time on shop outlet. Marico needs to take some promotional programme for blister pack. Other than television advertising, hoardings will be the best medium of promotion for blister pack especially on railway stations.
To increase the retailer visibility Company should provide hangers or some sort of dispensers to retailers in which they can keep blister packs on shop counter or shelf near to the visibility of customers.
Point of purchase advertising like glow sign boards, gondolas will also be lot productive to increase awareness of blister pack.
Advertising of blister pack should be done targeting the traveling segment, which is the major customer segment of blister pack.