the wonder drug
TRANSCRIPT
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CASE STUDY
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OUR RECOMMENDATIONMR. DEXSON SHOULD ADOPT STP STRATEGY.SEGMENTATION : PROFESSIONALS (m1) BALD PERSON (m2) COLLEGE STUDENTS (m3) TARGETING: PRODUCT SPECIALIZATION
STRATEGY m1 m2 m3 P1 HAIR O’ CARE P3 POSITIONING: HAIR O’ CARE – “ A COMPLETE
HAIR SOLUTION“ 05/02/236
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MARKETING MIX 4 P’SPRODUCT:
PRICE: Rs 999PROMOTION: ADVERTISING SALES PROMATION ( FREE SAMPLE DISTRIBUTION)
HAIR O’ CARE
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MARKETING STRATEGY : INTRODUCTION STAGE
High
Low
Price
High LowPromotion
Rapid Skimming Slow Skimming
Rapid Penetration Slow Penetration
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BEFOREAFTER
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PLACE/DISTRIBUTION CHANNEL:
DR. ARCHIT PHARMACEUTICAL
DIRECT MARKETING CHANNEL
INTERNET
TELEMARKETING
RETAIL
STORE
SALESMAN
CONSUMER 05/02/2310
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DR. ARCHIT PHARMACEUTICAL
INDIRECT MARKETING CHANNEL
SWAIN CO.
(RETAILER)
SHARMA PHRMA LTD
(WHOLE SELLER)
GUPTA & SONS
(RETAILER)
CONSUMER
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