CONSUMER BEHAVIOUR

IN DIGITAL ERA (206DM)

ASSIGNMENT

ON

Case Study Analysis

Of

WERDA PRODUCTS

SUBMITTED BY

Shubham Kale (649)

SUBMITTED TO

Prof. Mr. Jeevan Ahire

Dr. D. Y. Patil Unitech Society's

Dr. D. Y. Patil Institute of Management & Research,
Sant Tukaram Nagar, Pimpri, Pune – 411018
 CASE STUDY

Sometimes ago, Werda products introduced a variety of Salads to

the market, namely a three-bean salad, Carried Beans, Carried
Carrots, and Sweet and Sour Beetroot. The difference with the salads
was that they were packaged in boxes. The salad does not require
refrigeration until it is opened and lasts for a period of three months.

(When Werda products were first introduced, the expectation was

that customer acceptance of this revolutionary new product would
be immediate and high. The main convenience was thought to be the
fact that the box could be kept for three months and would be
especially useful in case of emergencies. However, the actual
product, sales were extremely low.

Somehow, customers just cannot accept a fresh salad in a dry-goods

box.

a) How can Werda products attempt to change consumers' attitudes

to be more positive toward their salads ?

b) How should Werda products consider the adoption of new

products?

c) Design a new package for Werda Products

A) To change consumers' attitudes and make them more positive towards
their salads, Werda products can consider implementing the following
strategies:

1. Educate consumers: Launch a marketing campaign that emphasizes

the benefits of the boxed salads, such as convenience, long shelf life, and
suitability for emergencies. Use various channels to educate consumers
about the freshness and quality of the salads packed in boxes. Highlight
the preservation methods used to maintain the taste and texture.

2. Offer taste tests or samples: Organize tasting events or distribute

samples of the salads to potential customers. Allow them to experience
the quality and freshness firsthand. This can help overcome initial
skepticism and encourage trial purchases.

3. Leverage social proof: Showcase positive testimonials, reviews, or

endorsements from satisfied customers who have tried and enjoyed the
boxed salads. Social proof can be influential in changing consumer
attitudes and building trust.

4. Engage influencers: Collaborate with influencers or bloggers in the

food and lifestyle industry who can endorse the boxed salads. Influencer
marketing can help reach a wider audience and generate positive buzz
around the product.

5. Rebranding and packaging: Consider reevaluating the packaging design

to address the perception issue. Redesign the box to visually convey
freshness, healthiness, and appetizing qualities. Use attractive imagery
and colors that evoke a sense of freshness and natural ingredients.

6. Highlight nutritional value: Emphasize the nutritional benefits of the

salads, such as high fiber content, vitamins, and minerals. Educate
consumers about the health advantages and how the salads can be a
convenient way to incorporate nutritious food into their diet.
B) When considering the adoption of new products, Werda products
should take the following factors into account:

1. Market research: Conduct thorough market research to identify

customer needs, preferences, and existing gaps in the market.
Understand the target audience, their buying habits, and their attitudes
towards similar products.

2. Product differentiation: Ensure that the new product offers a unique

value proposition or addresses a specific customer pain point.
Differentiation can help attract attention and stand out from competitors.

3. Test and iterate: Before a full-scale launch, conduct small-scale tests or

pilot programs to gauge customer response and gather feedback. This
allows for refinement and improvement of the product based on real-
world insights.

4. Pricing strategy: Determine an optimal pricing strategy based on

production costs, competitive analysis, and perceived value by the target
market. Price the product competitively to encourage trial and adoption.

5. Distribution channels: Assess the most effective distribution channels

to reach the target market. Consider both traditional retail outlets and
online platforms based on customer preferences and convenience.

6. Marketing and promotion: Develop a comprehensive marketing plan

to create awareness, generate interest, and drive demand for the new
product. Utilize various channels such as social media, advertising, public
relations, and influencer marketing to reach the target audience
effectively.

C) Designing a new package for Werda Products: