Mkt501 solution

Question:

Based on your marketing Mix analysis, how will you fix following decisions?

Solution:

PART – I

Product Decisions

a. Preserve freshness of vegetable during transportation and while kept at stores and outlets.

b. Convenience that consumer is not required to wash or clean before cooking.

c. A stylish brand name is given with relevance to stuff. Following are suggested brand name. It should be written both in English & Urdu, i.e. Kitchen Gardens, Garden Fresh.

d. Packaging

e.

1 Vegetable stuff should be visible without opening the packet.

2 It should clearly show expiry date and time depending upon nature of vegetable. Decay start time be kept in mind.

3 Provide safety during transportations.

4 Size should as per quantity of usage of vegetable.

5 Different packages for different types of vegetables i.e. leafy
vegetable, hard vegetables like potatoes & soft vegetables like tomatoes etc.

6 Package should be attractive and appealing for customer.

7 Stuff will be washed and cleaned through hygienically process before packing.

8 Segregation to keep spoiled vegetable aside.

Part – II

Price Decision

1. It should be reasonable and affordable by customers.
2. Initially should be kept low as introductory price
3. Can be increased gradually when introduction stage is over.
4. For larger packets per unit of weight price should be less.
5. Have bundle price for various combination as per traditional use of vegetable e.g. bundle of Potatoes and Onion for a customer who wants to buy with the aim to consume them for a period spreading over week(s).

Part – III
Placement Decision
1. Target market should be according to segmented customers i.e. DHAs, Gulberg, Model Town, Link Road and big stores like Hyper stores, Alflah, Marko and Metros.
2. First delivery (Late night) to stores and outlets just before
closing time as so that vegetables are available to customers required to be cooked for lunch when stores and outlets are opened in the morning.
3. 2nd delivery in the afternoon to be cooked for dinner.
4. Introduce your product to big hotels with quality assurance.

Part – IV
Promotion Decision
1. Advertisement on TV, poster, steamer covering the aspect of
convenience, quality, hygiene, availability and freshness of
vegetables.
2. Deploy sales promotion force consisting of female staff at renewed stores and various public place to explain the advantages of product to target customers specially ladies.
3. Qualification, communication skills and out look of the sales
promotion force should be matching with target customers.
4. Open company owned outlet at Liberty market with free home delivery for minimum Rs.500 stuff in Gulbrg, Model Town & Garden Town Areas.