Introduction:
This case revolves around Mr. Suresh Venkataraman, a successful marketer of industrial products in the city of Coimbatore in South India. He got an idea of getting into consumer care products business more specifically into shampoo products market. He got attracted by the innovation of small packaging like sachets. He also got astonished that why brands does not have easy names. He knew that there is a huge potential of sales for consumer products like shampoo in the rural areas of country.
All these aspirations led him to launch a product which he named as “Super Shampoo”. He chooses this name because it’s easy to take; it has English tone and also associated with films. Despite of his experience and product name there were certain issues and questions that he had to address, such as competing established brands in the market, choosing effective marketing communications. So he decided to conduct a market survey in the rural areas to judge the marketing communication and its effectiveness on consumer.
Major Issues:
Super shampoo is a new brand in the market so it could have to face some challenges before it positions itself successfully in the rural market. Some of the major issues are:
• Competition from the established brands of shampoos
• Competing against the bombardment of advertising of established brands
• Understanding various cultures
• Understanding consumer psyche in the changing environment
• Management of marketing mix elements
• Low per capita income
• Sales management
• Proper media channel
• Liberalization and globalization
• Attitude and behavioral study of consumer
• Consumer lifestyle study
All these issues need to be addressed in an efficient manner so that super shampoo can make its mark in the...
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Strong distribution network should be made in order to ensure accessibility of the product. Various factors should also be kept in mind while designing a distribution strategy which includes the shelf life of the product, its characteristics and location of the store where the product is available. Strong relations with retailer are to be made because as discussed earlier retailer is the one who influences the buying decisions the most.
Promotion:
TV, Radio, print media and cinema are not so popular in rural markets therefore new and innovative techniques of promotion have to be adopted. In order to promote the product in rural areas, it is recommended that the product should be promoted in traditional events, haats, melas and mandis. Also leaflets in various local languages can be printed and distributed in the villages that describe the benefits of the product.
This film dealt with advertising and the techniques used today as a way to sell products and services while raising the question as to whether there are more brands in need of a real purpose. Furthermore, it worked to explain some the difficulties found within advertising such as reaching the consumer as well as the evolution of marketing.
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During my last year in high school, I developed a desire to learn and understand the business in order to help my parents in the future. As a result, I chose to study Marketing at Thammasat Business School. In my third year of studies, I joined the 27th Marketing Trainee Programme hosted by the Marketing Association of Thailand, where I have experienced first-hand training from professional marketers and took part in marketing stra...
...urselfers. The distribution strategy identifies the major channels through which the product will delivered and pushed through to the consumers.
Money. Although many less-expensive options exist, some products can be quite pricey. However, even when closely focusing on a budget, most people do not eschew shampoo for monetary reasons.
Rajagopal. "International Journal of Retail & Distribution Management." Emerald. Emerald Group Publishing Limited, 2011. Web. 21 Feb. 2014
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