The office of RXL Ltd. Wore a deserted look. The marketing manager ,all six regional managers and product managers were busy in a brainstorming session at a faraway location in Kerala
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Business Communication
CASE STUDY (20 Marks)
The office of RXL Ltd. Wore a deserted
look. The marketing manager ,all six regional managers and product managers
were busy in a brainstorming session at a faraway location in Kerala .The main
reason behind this session was to identify the future course of action for
their products-mattresses and pillows-marketed under the brand name Dreams. The
issue was to decide the approach for the six month long promotion drive to be
launched next month. The company is one the largest manufacturers operating at
a national level in the market of mattresses. The retail market of branded
products is estimated to be Rs.100 crores , and the unbranded market is in the
tune of Rs.400 crores. The market is growing at the rate of around 10% per
annum in urban areas and 18%in rural areas. At present there are six branded
products in the market and Cure is the market leader with 25% market share.’ Dreams
‘is in the middle of the rung with around 14% market share. Besides these two
brands,several local and regional brands operate in the market and the market
is quite competitive. The company,RXL Ltd,is based in Chennai and its product
range includes mattresses,pillows,carpetinlays, wall panels, foot mats, and
other products. The manufacturing facility is located 30 kilometers from
Chennai and boasts of an ultramodern factory and storage set up. The head
office is in Chennai and six regional offices are located in all major cities, i.e.,Bangalore,Calcutta,
Delhi,Chandigarh,jaipur and Mumbai. The company sells about 30% of its products
to institutions such as ,hospitals, hotels and resorts, and government bodies.
Large sales volume comes from the southern and western parts and some comes
from the rest of the country. Besides this ,the mattresses, pillows ,and
carpet-inlays are sold in retail through dealers in around sixty cities all
over the country. Presently the company has around 100 dealers who are looked
after by the regional offices. The company began to advertise in print and
radio in1987.the advertising theme highlighted features of the products, both
in print and radio. About five years back, the company had offered a unique
feature, i.e., a guarantee card, which ensured protection against duplicate
products. The company also used sales promotion to augment the efforts of
advertising, and dealer efforts. Some promotional schemes offered gifts such
as, towel, bed-sheet, or pillow with mattresses .All these promotion schemes
affected the company’s bottom line and did not find
very enthusiastic response from dealers. The company thus needed a new platform
to highlight its new campaign. A six-month promotional campaign is to be
launched, with equal mix of print advertising ,consumer sales promotion, and a dealer promotion
scheme. The marketing manager wishes to select a theme to portray the ads. In
the light of common theme, the various options available to the company include
the lifestyle product theme, the superior quality theme, and the most healthy
product theme. The entire advertising campaign is to be based on this theme
selected and hence it is very important to pick the most appropriate theme.
Answer
the following question.
Q1.
Give an overview of the case.
Q2.
What are the themes available to the company for marketing? Explain
Q3.
How important is the theme in advertising a product? Give an example.
Q4.
What were the efforts made by the company to increase its credibility in the
market?
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