Marketing Case Study of “Pamela Shampoo” Essay

What alternatives Mr. Alfred Jones have for improving his kind position? Was manufacturing a lave a right decision?Alfred who engaged in buy and selling of land- a solid estate traffic and brokering deals were kn cause as dalal. When Alfred grew up, he joined his fathers company as a handler in 1980.His father was the Managing Director and Chairperson of the company. Alfred was very(prenominal) successful, suppuration the business and becoming rich in the cognitive process. Despite his financial success, Alfred was touch ab forth the social status. In 1985, his father retired although he remained the Chairperson. Alfred become Managing Director yet did not like his family business anymore because of its low social profile. Mr. Haque-who was the proprietor of small market enquiry firm. During the discussion regarding his family business, Mr. Haque encouraged Alfred to effectuate a brand- b be-assedfound venture company. Mr. Haque convinced him that starting a tonic-mad e business would help him get rid of the associations with the humiliating term dalal. take decisions bring the processes by which raw materials are converted into the finished harvestings by dint of manufacturing. These decisions laugher a very important role in the harvesting quality, cash flow, control etc. The new venture had problems right from the beginning. It failed to disturb sales target because Alfred did not do any market question before manufacturing and launching Pamela shampoo. Despite huge investments, over a expiration of couple of years, Alfred had become a bankrupt. Manufacturing a shampoo was not a right decision without market research properly.Given that Mr. Jones had financial resource, what process should he total for developing a business plan and its instruction execution?Financial resource is using the profits and accumulated savings from his real estate company, he brought a huge area of land for establishing a factory for manufacturing wash. E very business plan, campaign, or project comes down to Tactics, Tools, and Strategies. To conceive, develop, and see a sound social media merchandise strategic plan that lead be successful needsto have those three critical components. The new company was named his wife Pamela and the brand name of the harvest is Pamela shampoo. Alfred took some of break up employees from J&J and employed them his new venture. He hired new employees and paid them attr fighting(a) salaries. Alfred allocated substantial amount of money to advertise the new brand of Shampoo. Strategic mean implementation is at the heart of how to consider change of any kind happen in your ecesis. Why the organization might want to embark on a strategic planning process and implementation.Want to be one of the organizations, in which employees understand the direction and goals. ACNielsen retail audit data show FMCG market increase at around 7% (sales 5,097 Crore in 2004 and 5,444 Crore in 2005).Moreover, the shampoo market is growing at a phenomenal rate of 22% a apt that started in early 2000. (Sales 79 Crore in 2004 and 97 Crore in 2005).It failed to go across sales targets and his every venture had slid downhill. Multinational market research confederacy held clients conference and Alfred was invited as a participant from the business community. Alfred talked to them nearly his Pamela Shampoo venture. The researchers wanted to know whether he had done any market research before manufacturing and lunching Pamela Shampoo. A key to Strategic Planning carrying into action Success is to effective strategic planning implementation for the business.Full and active executive support,Effective communication,Employee involvement,Thorough organizational planning and competitive analysis, widespread perceived need for the strategic planning.13.3 What are the consumer behaviour issues regarding the purchase of FMCG ingathering like shampoo?What role does brand name, brand image, andadvertis ing play? What steps essential be followed for developing these marketing tactics? Did Pamela Shampoo follow them? FMCG market growing at around 7% .Moreover, the shampoo market is growing at a phenomenal rate of 22%, a trend that started in early 2000.Therefore Alfred was rightly tempted towards entering the Shampoo market. Consumer decision making varies with the type of acquire decision. There are four-spot types of buying behavior that consumer purchase of FMCG products. There are complex buying behavior, dissonance-reducing buyer behavior, habitual buying behavior & varietyseeking behavior.The new company was named afterwards his beloved wife Pamela. As a symbol of his love, the brand name of the product is Pamela Shampoo. Alfred allocated a substantial amount of money to advertise the new brand of Shampoo. A brand is a name, term, sign, symbol, or design, or junto of them, intended to identify the goods or services of one seller or group of sellers and to differentiate th em from those of competitors. So, brand name & brand image is the individuation of the product to differentiate them from others. Advertising play the role of introduce the product to others.Market research steps moldiness be followed for developing marketing schema. For developing marketing tactics we need to take four strategies. That are individual names, blanket family names, separate family names for all products, and company disdain name combined with individual product names. Pamela shampoo did not follow them. So, he did not make his business profitable like P&G and Unilever.Consumer purchase shampoo by variety-seeking buying behavior because that buying situation are characterize by low involvement but significant brand differences. Here consumers often do a dole out of brand switching. The consumer has some beliefs about shampoo, chooses a brand of shampoo without much(prenominal) evaluation, and evaluates the product during consumption. Next time, the consumer white thorn reach for another brand out of a wish for a different test. Brand switching occurs for the saki of variety rather than dissatisfaction.What can be done to salvage the business? What are the choices and how can Mr. Jones make the decision?First of all Mr. Jones mustiness understand and choose the correct marketing strategy. Good marketing strategy can result in success even for mediocre products. Since the product Pamela Shampoo belongs in the FMCG segment and the growth of the homogeneous product (shampoo) was about 22% Mr. Jones must take into account the following important issues appeal accordingly a. Market Segmentation Pamela Shampoo requires to revisit its segmentation strategy and then must decide whether the company will choose agglomerate marketing, segmented, niche or micro marketing.For this particular purpose Mr. Jones can involve the market research companies. b. Based on the segmentation strategy, the company must then choose the target market. c. The compa ny should revisit its price strategies and should deem the Break Even units of sales and carefully select the type of pricing that will be helpful in struggling times. d. The company must realize that the product is positioned against its global brands such as Pantene, Head & Shoulder, set free etc. and few local brands as well. So the competition is very high. e. The company must go for line filling strategy and must increase depth in its product systems. It can have indulge shampoo, herbal shampoo, anti-dandruff and other varieties by keeping an efficient product mix.f. It may think of co-branding strategies with possible companies who may be involved with production and diffusion/market hair oil.g. Must rearrange the sales force. Rather than having its own sales force and incurring major fixed cost, it can swear on its distributors as distribution channels. h. Must have Proper encase and labels for the products that convey the descriptive and persuasive information to consu mers. The labels that the containers will use must be attractive and eye-catching.