© examsnet.com
Question : 35
Total: 44
'Pushpanjali Ltd.', is manufacturing chocolates, biscuits, cakes and other similar products. The company is not generating enough profits. Saurabh, the Marketing manager of the company got a survey conducted to find out the reasons. The findings of the survey revealed that in spite of better quality, the customers were not able to distinguish the products of the company from its competitors. Though the customers wanted to buy the products of 'Pushpanjali Ltd.' again and again because of its goodquality, buttheywerenotabletoidentify its products in the market. Because of this, the sales of the company could not pick up resulting in inadequate profits. Saurabh, the Marketing manager now realised that 'Pushpanjali Ltd.', had forgotten to take one of the most important decision related to the product.
What decision should 'Pushpanjali Ltd.' take so that its customers are able to identify its products in the market? Explain the benefits that may results to 'Pushpanjali Ltd.,' and its customer if the above decision is taken.
What decision should 'Pushpanjali Ltd.' take so that its customers are able to identify its products in the market? Explain the benefits that may results to 'Pushpanjali Ltd.,' and its customer if the above decision is taken.
Solution:
Pushpanjali Ltd., should focus on 'branding' to be able to identify its products in the market that is directed towards selected customers. Accordingly, the decisions regarding the product will be determined by customers if the products have the right price and distributed in the right place along with relevant promotional activities.
(a) Advantages of a brand name to Pushpanjali will be as follows:
(i) Helps in advertising: It will be easier for Pushpanjali to communicate the characteristics and distinctiveness of the product.
(ii) Enables marking product differentiation: It will help create a unique identity that can be differentiated with similar products and ensure customer loyalty.
(b) Advantages of a brand name to customers will be as follows:
(i) Product identification: A brand name allows the customer to shop easily and effectively as customers can associate with Pushpanjali's brand.
(ii) Quality: Brand name also ensures quality of products/services which possibly remains consistent across all types of existing and new products.
(a) Advantages of a brand name to Pushpanjali will be as follows:
(i) Helps in advertising: It will be easier for Pushpanjali to communicate the characteristics and distinctiveness of the product.
(ii) Enables marking product differentiation: It will help create a unique identity that can be differentiated with similar products and ensure customer loyalty.
(b) Advantages of a brand name to customers will be as follows:
(i) Product identification: A brand name allows the customer to shop easily and effectively as customers can associate with Pushpanjali's brand.
(ii) Quality: Brand name also ensures quality of products/services which possibly remains consistent across all types of existing and new products.
© examsnet.com
Go to Question: