Consumer Behaviour (405 MM)

Case Study 2
By- Manvendra Singh Tomar (MBAN1MG21016)

The Martin Incorporation operated in the fragrance and cosmetics sectors. The
business ignored changing customer needs and wants in favour of a product-
based marketing strategy that targeted largely to its current clientele. In order
to effectively sell the firm's products, a marketing graduate called Ash joined the
company and provided advice on the critical product changes that must be made
in response to shifting consumer tastes and preferences. Based on pertinent
income and societal concerns that have an impact on customers, Mr. Ash
modernised the products and spent over 30 lakhs on packaging, etc. The firm's
product manager and assistant manager were not pleased with Mr. Ash ’s
efforts, despite the fact that after six months of making the suggested
improvements, the company was unable to produce real sales increase. The
product manager and assistant manager said that while Mr. Ash made some
progress, he also disregarded several important factors affecting customer
behaviour.
Q1. 1. Do you agree with the assistant and product managers, and why?
Ans. Yes, I totally agree with the product manager and assistant manager that
attempts were made in the right direction, however many customer behaviour
elements were overlooked. The following are the reasons:
1. Mr Ash did not appropriately segment the cosmetics business. The
cosmetics market may be efficiently segmented by splitting it into groups
that are homogeneous within themselves but diverse among themselves
based on age, gender, employment, and so on. For e.g. Working ladies,
Housewives, Teenage girls Daily customers, Beauty Parlous, Film Industry
, Rich individuals, Middle class people, Low income group
2. The firm was using the product idea of marketing, which is no longer
relevant because manufacturers now build items that meet customer
demand, tastes, and preferences. As a result, Mr Ash should have
 concentrated on the Marketing idea in order to correctly create and
advertise items.
3. Keeping income in mind, no adjustments in product amounts were made,
resulting in tiny units of earlier offerings. Keeping societal aspects in mind,
no efforts were made to employ opinion leaders such as celebrities or
physicians, who would have been more successful in influencing sales
than a change in product packaging.
4. In the cosmetics sector, existing items were updated but new product
development for prospective new markets received minimal attention.
For instances like Men's grooming items.
5. There were no attempts made to market the goods to a specific audience
or reposition the brand to reflect shifting consumer tastes and
preferences. Mr. Ash did not engage in any offers, discounts, or sales
promotion efforts to increase sales.
Q2. What other factors, if any, could have been considered? Elaborate in detail.
Ans. Other aspects than money and social issues should have been taken into
account by the marketing manager. The following considerations also have to
be taken into account:
• New items should be presented based on client demands rather than
producing the most popular ones.
• It should take into account the market's rivals. It ought to put an emphasis
on cutting expenses.
• Age, occupation, personality, lifestyle, and attitude are just a few of the
factors that should be considered while packing the goods.