Marketing Management – CCE III 

Name- Shantanu Sanjay Bharambe

 
Executive Summary: - 
           ABC is leading FMCG firm in south Asia so company already covers great amount of
market. Company is launching new cleanser soap/bar that specializes in eliminating
troublesome stains. Company plans to target common representatives who will generally be
large part of target clients. In Southeast Asia the informal labor area accounts for the greater
part of the locale's labor force, with about $200 billion paid in wages to informal specialists
each year, so the normal market is large. 

SWOT Analysis:  

Strengths –  
 The geographic presence in different regions can act as one of the major strengths of
the organisation. It determines the business’s reach to the target market and ensures the
easy accessibility. 
 The locational advantage can improve the competitive positioning of the firm in
various ways, such as- lower cost, improved accessibility or enhanced brand image. 
 High product quality increases brand loyalty and improves ABC company
performance in a competitive market. 
 Workplace diversity can also act as a major business strength, particularly when the
organisation intends to operate in the international market. 
Weakness -  
 The inability to understand customers’ needs and expectations lead to an ineffective
strategic decision-making process. With this weakness, the organisation may not be able
to identify the potential improvement seeking areas in product/service mix. 
 The poor customer service (such as inefficient customer complaint handling) can
trigger the negative word of mouth about the business and affect business growth. 
 Lack of organisational commitment and high employee turnover can increase
recruitment costs and reduce organisational productivity. 
Opportunities - 
 The exponential growth in the population, and particularly in the existing or potential
customer segments is a great growth opportunity for the business organisation. 
  The exponential growth in the population, and particularly in the existing or potential
customer segments is a great growth opportunity for the business organisation. 
 Improvement in the customers- lifestyle and standards mean more consumption on
consumer goods and services, and more opportunities to encourage the purchase. 
 The changing customer needs, tastes and preferences can act as an opportunity if the
business organisation has good market knowledge 
Threats – 
 The increasing number of direct and/or indirect competitors affects the organisation's
ability to sustain and expand the customer base. 
 The rise in inflation increases the cost of production and affects the business
profitability. 
 The growing environmental sustainability trends act as a major threat when offered
products/services are not environment friendly. It draws the negative publicity and
criticism from the environmentalists and affects the brand image in a competitive market. 
 The changing regulatory framework and introduction of new stricter regulations
impose a major threat to the ABC Company. 
 
 
Porter’s 5 Forces: - 

Bargaining Power of Suppliers: The providers associated with the market are broad in
number. Hence, manufacturers and companies have several choices and alternatives to handle
costly supplies. Subsequently, there will be low threat from the provider side. Hence, the
bargaining force of the providers is low.

Bargaining Power of Buyers: Buyers have high bargaining power, primarily because of high
availability of various laundry cleanser products. Thus, the bargaining force of purchasers is
high.

Threat of New Entrants: Laundry cleanser improvement requires high speculation and
manufacturers present in the market are considerably more globalized. In this manner, the
threat of the new entrants is low.

Threat of Substitutes: There are no substitutes available. Subsequently, the threat of

Cutthroat Rivalry in the Market: The endeavors operating in the global laundry cleanser are
deciding on various organizations arrangement strategies to stand firm on their foothold in
the market. Several companies are launching their value-added administrations in the
international market and reinforcing the impression around the world. Hence, cutthroat
rivalry in the market is high.
Marketing mix- 7 P’s: 
1.Product 
    Clothes are an important part of good image and lifestyle. ABC Ltd is a detergent brand
that guarantees spotless white apparel so that a person can make a positive impression. ABC
Ltd endeavours towards product improvement via continuous innovation. 
 
2.Price 
ABC Ltd has a Pan-India presence that has penetrated consumer market quite easily. ABC
Ltd uses the facilities and excellent distribution network of its company to send its products
to the consumer market. Its network extends to every part of the country including both rural
and urban areas. 
 
3.Place 
Pricing is a most important aspect of any organisation because it is the only medium which
allows it to flourish and move forward. Brand ABC Ltd caters to a mass market and has
adopted the mid-pricing policy. It faces stiff competition from within its own parent company
brands and other external brands and has maintained competitive pricing policy. 
 
4.Promotion 
ABC Ltd has become synonymous with tag sparkling white clothes and to maintain its image,
it has adopted aggressive as well as comparative advertisement policies. It launched ad
campaigns comparing its product to a similar one of a rival brand. This created a furore and
increased its brand awareness to maximum levels. Its confident and bold advertisements are
shown via television and radio in electronic media, newspapers, magazines and billboards in
print media, Twitter, Facebook, and YouTube in social media. 
 
5.People  
Position or reposition has a large workforce across different companies. This workforce is
continually trained to become experts in their respective fields of operations. Position or
Reposition hires without discrimination. Position or reposition ensures that its employees
remain motivated through building an inspirational and creative organizational culture.
Position or reposition focuses on also building and maintaining organizational commitment
and loyalty in its employees. 
 
6.Process 
All activities from raw material procurement to the final sale to the end consumer - undergo
systematic processes. The processes at are well defined, and well communicated to all
employees. All employees are trained to follow the processes internally to ensure consistently
high quality as well as timely production and deliveries. 
 
7.Physical Evidence 
The physical evidence includes the company logo, company store designs, and the product
packaging. Satisfied and excited customers in the retail spaces as well as during product
consumption create a bubbling and an inviting atmosphere. The e-commerce website for
retail is also designed with a friendly customer interface to allow maximum interaction with
the brand. 
Strategies that the company can adopt in the PLC: 

        It is ideal to go for a penetration evaluating strategy or decide at a cost skimming

Where a penetration strategy assists retailers with gaining shopper's attention and penetrate
the market by estimating products low, a cost skimming strategy is many times picked for
when a retailer wants to earn benefit rapidly.

Development Phase - In the development phase you could apply various strategies. One
market player could want to purs

Maturity Phase - ABC restricted can gradually increase the cost or lower the quantity. They
can do set higher overall revenues and spotlight on marginal targets. As the market and the
product matures, margin-based estimating strategies or more value-based evaluating
strategies are frequently utilized for products in this lifecycle stage.

Decline Phase - In this Phase ABC restricted can diminish the estimating or add new
innovations or upgradations to the current product to get back into the development phase on
the PLC.

Business opportunities and Promotional Strategies to be used for effective Market

              Both family and industrial cleanser use is presently increasing at the fastest rate In the
South Asian locale, India and China are the market leaders concerning demand and supply.
The demand in the market is supposed to expand because of rising awareness of the fluid
laundry cleanser market and the advancement of industrialization in these arising economies.
The fast-moving customer merchandise (FMCG) industry is India's fourth-largest industry.
There are colossal business open doors for ABC in this area.
Advancement can be finished on TV, billboards, newspapers, magazines, and social
media. Company can spend capital on advertising and can be partner with the public
authority to additionally reinforce its client loyalty. ABC can construct a personal bond with
the clients through their internet based websites, articles and research studies and
disconnected awareness programs, mouth exposure and campaigns. Social media platforms
are also used to spread best cleanliness practices, educational substance and many superstars,
sports personalities, and brand ambassadors underwrite and can advance cleanser through Ad
campaigns.