CRITERIA FOR EVALUATION

1. Potential for growth in rural market

2. Cost and time required
3. Differentiation from the competitors

EVALUATION OF OPTIONS

1. Reinvigorate the brand:

a) Potential for growth in rural market

Darling Kenya can come up with new product lines and improved packaging; however,
this particular action would not be that effective as far as the rural market is concerned.
As the priority of darling Kenya is to gain back the market share, this option will not help
it substantially penetrate the untapped rural market.
b) Cost and time required
As far as the hair industry is concerned, it takes a significant amount of time to make any
quality improvements as products need to be tested before launching them into the
market. Moreover, it would require a considerable investment and a period of about
three years. It wouldn't help darling Kenya as the competitors might make some moves
in that period, and instead of gaining new market share, it might lose out its existing
share to kits competitors.
c) Differentiation from the competitors

Any improvements in quality can significantly help darling Kenya differentiate itself from
the competitor. Apart from that, it can also temporarily safeguard them from duplicates.
 
2. Explore new Advertising Channels

a) Potential for growth in rural market

If darling Kenya alter the advertising channel from the traditional channels to social
media, television, and its website, it can gain few new customers. But the long-term
growth depends on rural customers' exposure to these communication channels.

b) Cost and time required

As already there are so many players competing in the hair market, thus darling would
need to carry out aggressive advertising. To get a rough idea about the advertising
expenditure, if we assume that each advertisement would be displayed for forty seconds
and twenty days in a month, its price will exceed the budget that we have in hand. Hence
considering the cost and risk associated, this option does not score in this criterion.

c) Differentiating from the competitors

Effective advertising can help darling project the unique selling proposition of its products
to the target audience in a better manner. It can drive up its sales from existing and new
customers through advertising.
 
3. Institute a road show
a) Potential for growth in rural market
Through roadshows, darling Kenya would be able to penetrate the rural market.
Moreover, through this option, it can demonstrate the usage of its product to the local
people. Thus, it can work as an excellent option to regain back the lost market share
b) Cost and time required
As far as the cost is concerned, this alternative costs only about $ 800,000/year, and it
can help darling Kenya increase its sales almost instantaneously. Apart from that, the
cost figures are for the entire year, and this option will ensure that the sales are
consistent throughout the years.
c) Differentiating from the competitors
As in this option, the team will directly interact with the people; it would be easier for
the team to persuade people to make purchases. Moreover, the sales team can make
the people aware of the duplicate products that exist in the market and how they can
identify the original products in the market.