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  • Marketing Management Case Study 2

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    arathi_bhat
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    Soomesh Sharma launched a successful ice cream brand called Cool Cream in India. While visiting his sister, she accidentally created a new ginger flavor. This was passed on to the research and development department who tested it in the market with success. A conference was held to discuss pricing strategies. The finance department recommended cost-based pricing while sales recommended low pricing for market acceptance. Ultimately, it was proposed to use premium pricing to target health conscious and classier customers, position the unique ginger flavor as a distinguished product not aimed at young customers, and use winter promotion to recover costs and prevent new competitors from entering the market with lower prices.

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    Soomesh Sharma launched a successful ice cream brand called Cool Cream in India. While visiting his sister, she accidentally created a new ginger flavor. This was passed on to the research and development department who tested it in the market with success. A conference was held to discuss pricing strategies. The finance department recommended cost-based pricing while sales recommended low pricing for market acceptance. Ultimately, it was proposed to use premium pricing to target health conscious and classier customers, position the unique ginger flavor as a distinguished product not aimed at young customers, and use winter promotion to recover costs and prevent new competitors from entering the market with lower prices.

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    1K views8 pages

    Marketing Management Case Study 2

    Uploaded by

    arathi_bhat
    Soomesh Sharma launched a successful ice cream brand called Cool Cream in India. While visiting his sister, she accidentally created a new ginger flavor. This was passed on to the research and development department who tested it in the market with success. A conference was held to discuss pricing strategies. The finance department recommended cost-based pricing while sales recommended low pricing for market acceptance. Ultimately, it was proposed to use premium pricing to target health conscious and classier customers, position the unique ginger flavor as a distinguished product not aimed at young customers, and use winter promotion to recover costs and prevent new competitors from entering the market with lower prices.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 8

    MARKETING MANAGEMENT

    Case study 2

    Submitted by:
    Ankita Shrivastava(05) Anuj Jindal (13) Jitesh Talesara (21) Prashant Dixit (29) Amit Sihag (37) Piyush Gupta (45) Vishal Vaswani (53)

    OVERVIEW
    Soomesh sharma belonged to a robust north indian family Ginger juice treated as best to cure throat infection in his family Did graduation in commerce and MBA in marketing (from USA) Came back to india and launched cool cream (an ice cream brand) A well established ice cream brand in the country Came up with a new flavour accidentally while visiting her sisters place (done by his sister)

    CONTD.
    The new flavour was adrak Idea passed on to the R&S dept. Flavour tested in the market and seen to be doing well Conference was arranged for the discussion on pricing Recommendations by various people:

    Finance: cost = profit R&D : supported finance dep.(as copying was easy) Sales : low price for market to accept

    CONTD.
    Mfg. manager : no compromise on quality, and hence companys image Purchase dept: described added costs for the product

    DECISION

    Go with the decision of finance manager or Take into consideration both sales and finance departments points

    PROPOSED SOLUTION
    Premium pricing A bit classy type of customer targeted Rs. 5 or 10 hardly makes a difference Can be promoted in winters Health conscious people also targeted High cost of storing the inventory Recovering the cost before the new entries in the market Already recognized brand could not be kept at a stake

    CONTD.
    Ice

    creams : mainly for youngsters and children Hence hard to fit ginger flavor to their taste Unique and distinguished product, not required to break the competitors Effects of low pricing:
    Chances of incurring losses Would not be able to recover exp. On R&D Wont attract premium customers Delayed break even

    Thank u

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