Case Study Link :
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| Case Studies
Following points were raised by Prof Ankush post our discussion of the case study:
1) Is the Marketing Strategy of Nirdosh Beedi's sustainable ?
2) Is the product Competitive ?
3) Is it an Advantage ?
4) Would health conscious smokers subscribe to it ?
5) Which Segment are you targeting ?
6) Is it a fit case for mass market ??
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1) Is the Marketing Strategy of Nirdosh Beedi's sustainable ?
ReplyDeleteReply :- No , throughout the case study we see Mr. Bavaskar Actively trying to Promote the Product by means of Sampling , but not enough evidence of repeat sale . Hence, it is not sustainable.
2) Is the product Competitive ?
Reply :- In terms of Price against medicine it is competitive , but lacks in supply chain and manufacturing strength ( either in comparison with cigarette or medicine) and hence is not Competitive.
3) Is it an Advantage ?
Reply :- It had all the documentation which was required to prove that it was beneficial to cure certain alignment , but Smoking was considered as a taboo in 1984-89 and was not even a fashion or status need for customers. Also the availability of Raw material was seasonal and not continuous, lack of supply chain and manufacturing strength. Hence , definitely Nirdosh did not have the advantage overall.
4) Would health conscious smokers subscribe to it ?
Reply :- Yes Only till such a time they get cure of their problem and then will get back to their routine of smoking their original brand.
5) Which Segment are you targeting?
Reply :- Based on the Product strength , we need to target the health market, but the form in which it is presented need to be changed.
6) Is it a fit case for mass market??
Reply :- No, the concept that smoking will cure alignment was not socially acceptable fact. Hence is not suitable for Mass marketing .