MARKETING AND STRATEGIC

MANAGEMENT

Q1) LG(which was formerly Lucky Goldstar) has entered India

with its range of consumer durables – TV’s, microwave ovens,
refrigerators, washing machines, and air conditionars. Its economy
brand “sampoorna”, 14- inch and 20-inch colour tv was targeted
towards the rural population. Its LCD CTV which can be used as a
PC monitor and also hung on walls is a high-tech product priced at
Rs. 80,000/-. Its refrigerators have an interesting proposition of
sustaining the nutrition in foods. Its microwave oven is positioned
as a multiwave oven appropriate for making Indian delicacies.
Most of these categories have very strong brand like Philips, BPL,
Videocon, Akai, Godrej which convey certain associations to
consumer.

As LG is in a host of categories, there is a strong need to develop

the corporate image of the company(apart from product specific
campaigns). Develop a corporate campaign for LG taking in to
consideration the corporate image of competitors.

Q2) Shoppers Stop registered a turnover of Rs. 27 crores(1994-95)

in Bombay with two outlets. It extended its operations to
Bangalore and registered a turnover of around Rs 17 crores in
1996-97. the store has positioned itself as a ’one stop’ shop for
family’s clothing needs. It later positioned itself on the total
shopping experience for consumer who would like to enjoy their
shopping. The store stock more than 400 brands and has a large
space and this aspect may be a very distinguishing aspect of the
shopping experience in any urban city. The store is designed in
such a way that consumers would be exposed to most of the brands
stocked by the store. Image is extremely important for a store like
Shoppers Stop. The advertisement of the store was unconventional
ant the retail brand registered a high recall because fo the
campaign. Shopping traffic also increased after the campaign. The
advertisement focused on the shopping experience at the store.
20% of the consumer contributed to 50% fo the sales. Loyal
consumer on an average spend about Rs 1250/- per visit.

Identify the environmental factor affecting Shoppers Stop. Conduct

a SWOT analysis for Soppers Stop.

Q3) Zulamba is a hair washing powder launched at rs. 29.10/- for a

200 gm pack and is a pure herbal product without synthetic
chemicals or preservatives. It contain amla , sandal and mustard to
enhance hair growth. The non-foaming product will have to be
soaked in water for a few minutes before use, and is targeted at
consumers who would like to try out traditional options for hair
care. There are several herbal brands for hair care in the market.
Nyle and Raaga have been successful brands in the hair care
segment with their herbal formulations. There is also a herbal
brand from Wipro(santoor) for hair care crowning glory from
godrej launched as a hair care product was not a phenomenal
success. Raga is priced at rs 29/- for 100 gm (the powder variety).

What kind of product-related strategies will be relevant to the

brand? Should the company offer different kind of pack sizes?
(research conducted by the company revealed that for this brand
the response has been better for 200 gm pack than sachets). Give
reason for your answer substaining them with your observation of
the brand in the hair care segment.

Q4) Onida Sleek, a 3 kg. semi-automatic machine was launched at

rs. 6700/- a few years back. Semi-automatic machine make up for
about 75% of the market and Onida sleek was priced higher than
Videocon, the leader in semi-automatic machines. The sleek
looking brand is relatively more compact than brand competing in
the same range and this proposition was combined with case of
operaion and a ‘four-way’ wash. Though Onida may have a high
brand recall(because of the ‘devil’ base tv campaign), the
positioning for Onida’s semi-automatic machine was very different
from ‘neighbour’s envy and owner’s pride’. It was positioned
initially as the machine for the liberated women and later on it was
positioned as a product which works as swiftly as an expert
bharathnatyam dancer. The brand was initially distributed through
2400 outlets. The machine also has a provision which would cut
off the motor when the machine is overloaded.

Formulate strategies to make onida sleek successful in the Indian

market. Take into consideration the image of onida and the
attempted image in the positioning of this brand.