Marketing applications -

Group 10

Customer Comforts Ltd. (CCL) was set up 25 years ago in New Delhi The company presently set up in Mumbai has a turnover of Rs. 20 crores It manufactures and markets a variety of inflatable products like rafts, boats, life jackets and collapsible containers for bulk storage Over the years the company had built its reputation for the good quality products and the proactive approach towards customer satisfaction Mr. Harijinder the founder of the company had allowed only one change in the company philosophy : to innovate and add more vigorously products that met the customers growing needs & requirements Presently, the company has introduced a new product WATERBEDS Ms.Shakti Rohilla was the newly appointed marketing manager of CCL She was to design a comprehensive marketing plan for the product

The WATERBED was one such innovative product that was introduced in India around mid-1991 The company had banked on the international acceptance of the product and had hoped that it would meet the same success in India The waterbed can be considered to be an extension of the existing product line It is made of high quality PVC and is full of water which needs to be changed every six months One of the key differentiators of waterbeds is that the water could be heated, this was especially beneficial to the users during winters Also, it could withstand children romping on the bed and even a stub of cigarette could not spring a leak The major benefit highlighted was that the bed applied equal pressure on every point in the body ensuring comfort and health

STRENGTH
Strong brand presence in foreign markets Company is known for its good quality prod.& ensures customer satisfaction Value add: Health benefits Equal Pressure on every part of the body Comfort factor Temperature adaptability

Weakness
The product is being introduced to the Indian Markets without sufficient research It may not be popular among the masses since it is first of its kind to be launched The company doesnt have a strong base in the furniture segment and need not necessarily gauge the requirements of the consumer well

Opportunities
Untapped market huge scope to popularize the prod. and create a strong market base Many variations in size, the the thickness of the mattress and various other changes can be introduced in the product ensuring a constant and steady demand base

threats
The demand can be usurped by the existing market of conventional beds The customer may find it cumbersome to change the water and that might be a deterrent affecting the sales

A marketing opportunity is an area of buyer need and interest that a company has a high probability of profitably satisfying There are two main sources of market opportunities
 

To supply something that is in short supply To supply an existing product or service in a new or superior way

CCL has already established good image in foreign market. Good quality & customer satisfaction Up-gradation of product based on the demand Building brand image in Indian market

One of the most important questions that a marketer has to answer is that How can he influence the decision made by the consumer which is caused by a combination of internal and external factors? Ultimate Aim of Marketing:

To influence consumer behavior to either keep it same or to change it Benefits to Marketer Cost to Customers Cost to Marketer Benefits to Customer

Exchange Mechanism:

Marketer

Customer

The exchange type is High Involvement, One Time and Individual

Competition

Durables FMCG Consumable Mktg B2B Govt. Marke ting Retai ling Interna tional Mktg Social Mktg

Offering
Broaden to Generic maktng concept

Markets/Publics Exchange
Diffussion & adoption & Innovation

Mrktg Manage ment

MR

Strategic marketing Planning Corporate Strategy &allocation

Formulate Problem

Determi-ne Researc-h design

Design Data Collecti on

Rural Mktg

Configuration (Product) Valuation (Price)

Facilitation (Distribution/place) Symbolization(Promotion)

PRICE skimming pricing strategy. PLACE targeting metros and urban places. PROMOTION hoardings, banners, TV and newspapers. PRODUCT waterbeds with different colors and varieties.

SOWMYA CHARITA Priyal kothari Manikuntan singh Anika agarwal Ujjwal vashishth Pratik chavan