waterbeds - sowmya

8/6/2019 Waterbeds - Sowmya

1/10

Marketing applications -

Group 10


2/10

Customer Comforts Ltd. (CCL) was set up 25 years ago in New Delhi

The company presently set up in Mumbai has a turnover of Rs. 20 crores

It manufactures and markets a variety of inflatable products like rafts, boats, life jackets

and collapsible containers for bulk storage

Over the years the company had built its reputation for the good quality products and

the proactive approach towards customer satisfaction

Mr. Harijinder the founder of the company had allowed only one change in the

company philosophy : to innovate and add more vigorously products that met the

customers growing needs & requirements

Presently, the company has introduced a new product WATERBEDS

Ms.Shakti Rohilla was the newly appointed marketing manager of CCL

She was to design a comprehensive marketing plan for the product


3/10

The WATERBED was one such innovative product that was introduced in India around

mid-1991

The company had banked on the international acceptance of the product and had hoped

that it would meet the same success in India

The waterbed can be considered to be an extension of the existing product line

It is made of high quality PVC and is full of water which needs to be changed every six

months

One of the key differentiators of waterbeds is that the water could be heated, this was

especially beneficial to the users during winters

Also, it could withstand children romping on the bed and even a stub of cigarette could

not spring a leak

The major benefit highlighted was that the bed applied equal pressure on every point in

the body ensuring comfort and health


4/10

threats

The demand can beusurped by theexisting market ofconventional beds

The customer mayfind it cumbersometo change the waterand that might be adeterrent affectingthe sales

Opportunities

Untapped market huge scope topopularize the prod.and create a strongmarket base

Many variations insize, the thethickness of themattress and variousother changes can beintroduced in theproduct ensuring aconstant and steadydemand base

Weakness

The product is beingintroduced to theIndian Marketswithout sufficientresearch

It may not bepopular among themasses since it is firstof its kind to belaunched

The companydoesnt have astrong base in thefurniture segmentand need notnecessarily gauge therequirements of theconsumer well

STRENGTH

Strong brandpresence in foreignmarkets

Company is knownfor its good qualityprod.& ensurescustomersatisfaction

Value add:Health benefits

Equal Pressure onevery part of thebody Comfortfactor

Temperatureadaptability


5/10

A marketing opportunity is an area of buyer need and interest that a company has a highprobability of profitably satisfying

There are two main sources of market opportunities

To supply something that is in short supply

To supply an existing product or service in a new or superior way


6/10

CCL has already established good image in foreign market.

Good quality & customer satisfaction

Up-gradation of product based on the demand

Building brand image in Indian market


7/10

One of the most important questions that a marketer has to answer is that How can he

influence the decision made by the consumer which is caused by a combination of

internal and external factors?

Ultimate Aim of Marketing:

To influence consumer behavior to either keep it same or to change it

Exchange Mechanism:

The exchange type is High Involvement, One Time and Individual

Benefits to Marketer

Cost to CustomersCost to Marketer

Benefits to Customer

Marketer Customer


8/10

Broaden toGeneric maktng

concept

MrktgManage

ment

Formulate

Problem

MR

Determi-ne

Researc-hdesign

Design

DataCollection

Competition

Offering

Markets/Publics

Diffussion &adoption &Innovation

CorporateStrategy

&allocation

StrategicmarketingPlanning

Configuration (Product) Facilitation (Distribution/place)Valuation (Price) Symbolization(Promotion)

DurablesFMCGConsumableMktg

B2BGovt.Marketing

RetailingInterna

tionalMktg

RuralMktg

SocialMktg

Exchange


9/10

PRICE skimming pricing strategy.

PLACE targeting metros and urban places.

PROMOTION hoardings, banners, TV and newspapers.

PRODUCT waterbeds with different colors and varieties.


10/10

SOWMYA CHARITAPriyal kothari

Manikuntan singh

A ni ka a ga rw al

Ujjwal vashishth

P r a t i k c h a v a n

waterbeds - sowmya

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