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  • Case II

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    FAIZAAN MARFANI
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    A small manufacturer wants to introduce a new line of kitchen appliances in the domestic market under a new brand. As they do not have sales offices, they will rely on distributors and dealers for marketing. Their first product is a reasonably priced microwave oven that is the only brand to receive ISI certification. Since the brand has little awareness, their friend assisting with marketing feels establishing relationships with distributors is key to introducing the brand in the market.

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    A small manufacturer wants to introduce a new line of kitchen appliances in the domestic market under a new brand. As they do not have sales offices, they will rely on distributors and dealers for marketing. Their first product is a reasonably priced microwave oven that is the only brand to receive ISI certification. Since the brand has little awareness, their friend assisting with marketing feels establishing relationships with distributors is key to introducing the brand in the market.

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    8 views1 page

    Case II

    Uploaded by

    FAIZAAN MARFANI
    A small manufacturer wants to introduce a new line of kitchen appliances in the domestic market under a new brand. As they do not have sales offices, they will rely on distributors and dealers for marketing. Their first product is a reasonably priced microwave oven that is the only brand to receive ISI certification. Since the brand has little awareness, their friend assisting with marketing feels establishing relationships with distributors is key to introducing the brand in the market.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
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    Download as doc, pdf, or txt
    of 1

    DISTRIBUTION STATEGY FOR CONSUMER

    DURABLES

    A small scale manufacturer of the consumer durables who has spent many years with a
    reputed overseas manufacturer of similar products and who is a technocrat wishes to
    introduce a complete range of kitchen appliances in the domestic market. The company
    does not have its own sales offices and as such depends on Distributors/Dealers for its
    entire marketing effort. The first product he has identified is a Microwave Oven for
    which he has obtained ISI certification and is only brand to get that. The product is
    reasonably priced but the brand has little or no market awareness. His friend who is
    assisting him with the marketing effort feels the trade holds the key to their being able to
    establish their brand in the market. They turn to you for help-what advice would you give
    him? Substantiate your recommendations.

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