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CASE STUDYPLASTIC PRODUCTS LIMITED

[Marketing of Throw-Away Plastic Ball-point Pens]

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CASE ANALYSIS Introduction Central character Objectives Analysis

Strengths Weaknesses Opportunities Threats

Information and Evidences Alternatives available Decision Taken

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INTRODUCTION

Launch of Throw-Away Ball Point Pen Analysis and Research of skill set required Analysis of Economics of Pen Business Market Behaviour Consumer Behaviour

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CENTRAL CHARACTER

Designing , Manufacturing and Marketing of new concept of Throw –Away Ball Point Pen in the market.

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OBJECTIVES

Introducing a New product line Decision related to Investment Pricing Decisions Ensuring Product Adaptability

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ANALYSIS

Strengths and Weaknesses Risk Involved Competitors and Pricing Decision Acceptance of the product in the Market Advertising and Promotion Efforts

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STRENGTHS

Viability of product in the market Encashing Goodwill Utilizing existing marketing strategies Utilizing existing channels and Retail outlets Geographical Location Involvement Unique Selling Price

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WEAKNESSES

Gaps in Capabilities Financials Lack of Knowledge and Marketing skills Confusion about Investing and Advertising decisions

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OPPORTUNITIES

Competitor’s vulnerabilities Technology Development and InnovationsNew market, Vertical and Horizontal

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THREATS

Environmental Effects Competitors' Intentions Market Demand Sustaining Internal Capabilities Obstacles faced

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Number of Institutions

Enrollment(In Lakhs )

i) Primary Schools

767520 1308

ii) Upper Primary Schools

274731 512

iii) Higher Secondary

152049 370

iv) Colleges 13978 100

A. School and College Education Statistics-2004-05

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Literacy Rate in Various States (in 2001)(in%)

State % literacy

State % Literacy

Andhra Pradesh 61.11 Madhya Pradesh

64.11

Assam 64.28 Maharashtra 77.27

Bihar 47.53 Orissa 63.61

Gujarat 69.97 Punjab 69.95

Haryana 68.59 Rajasthan 61.03

Himachal Pradesh

77.13 Tamil Nadu 73.47

J & K 54.46 Uttar Pradesh 57.36

Karnataka 67.04 West Bengal 69.22

Kerala 90.92 All India 65.38

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All India Statistics Of Joint Stock Companies , Other Establishments

Institutions Statistics

Companies – 31.10.06 7,98,237

Total number of factories in 2004 - 05 1,36,353

Banking and similar type of financial Institutions

10,620

Provident fund & insurance establishments 4,08,831

Legal service establishments 50,276

Retail trade establishments 100 lakhs

Wholesale trade establishments 4 lakhs

Other trade / business establishments 16 lakhss

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State statisticsName of states

No. of towns(2001)

Total no. of retail outlets

No. of retail Outlets per 10,000 pop.

% share of urban market potential

Andhra pradesh

210 498 114 7.5

Bihar 130 590 108 1.2

Gujarat 242 398 148 6.8

Haryana 106 134 132 1.6

H.P. 57 36 104 0.2

J & K 75 82 178 0.7

Madhya Pradesh

394 582 140 4.7

Maha. 378 358 72 17.5

Rajasthan 223 56 22 3.0

All India 5161 Not Ava. 116 100.0

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INTERNAL AND EXTERNAL FACTORS INFLUENCEING PRICING DECISION

Internal factors:Cost of

production,pricing policy,

Pricing objectives,Marketing strategy

Firms price decision

External FactorsCustomers,

Suppliers,Middle men,CompetitorsGovt. agencies

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Deciding final sale price

Upper Limit

Lower limit

Com. ‘s product feature ,design

style e.t.c.

Assisment of customer

perception

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Suggestion fordecision taken

Market segmentation Pricing Launching of product

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THANKS