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1Y. HerbalHealthInc.(HHI),alargeproducerofvarietyofherbalproducts,istestinganew herbaldrinkforthegrowinghealthfoodmarket.Thecompanyclaimsthatthisnewproduct stabilizesbloodpressureandreducescholesterolabsorption.Itcomesintheformoffine granulescontainedinasmallsachetwhichcanbepouredinaglassofwatertogeta refreshingdrinkgoodforhealth!Althoughaherbalhealthproduct,itcanbedistributed throughnormalwholesale/retailchannels,ratherthanrequiringanyspecialdistribution networksnowusedbymosthealthfoodmanufacturers. Decidewhichstageoftheproductlifecyclebestdescribesthesituationintheabovecase consideringtherelevantproductmarket. Sincethisproducthasnotyetbeenintroduceditistechnicallystillinthepre commercialisationstagesofthenewproductdevelopmentprocessmostlikelythe developmentstage.Obviously,thisisanewproductconcept,notjustanothermeto product.Ifandwhenitbecomescommercialised,itwillbeginatthemarketintroduction stageoftheproductlifecycle. Whatmarketingstrategieswouldyousuggesttothesecompanies? Thismightbeagoodtimetoreviewthenewproductdevelopmentprocessanddiscusswhat thecompanyoughttobedoingforthisproduct,duringeachstepoftheprocess. Atrulynewproductconceptisbeingdevelopedand,despitesomerealproductadvantages, itwillrequiresomeconsumereducationandsomenewdistributionchannelarrangements forthisparticularproductmarkethastobeworkedout.Itwillbesometimebeforethe companyrecoversitsinvestmentandbeginstoearnaprofit,althoughitspatentwillhelp protectitfromimitators.Alsoconsumersmaynotbetooeagertobuyanewformofa popularproduct,despitesomerealadvantagesintermsofconvenienceandperhaps economy.
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2Y. PacketsoffoursachetsofthisnewproductdescribedinQuestion1Yabovearesoldto consumersfor$2.49.Retailersearn27%ontheretailsellingprice.Wholesalerstypically earn25%markupontheircostofgoods.Whatisthemanufacturerssellingprice?To manufactureandmarketthisproductHHIhasfixedcostsof$10,000andaveragevariable costof$1.00perpacketoffoursachets.Howmanypackets(offoursachets)mustHHI producetobreakeven? Solution: Retailsellingprice: $2.49 27%
$2.49(10.27)=$1.818>>Wholesalerssellingprice
$1.818
Wc+0.25Wc=$1.818
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Intensivedistribution
Conveniencegoods
Selectivedistribution
Shoppinggoods
Exclusivedistribution
Specialtygoods
ColgateToothpaste CocaCola MostFMCGBrands PanasonicHDTV LOrealCosmetics HugoBossClothing RollsRoyce NikeSneakers ABOJewelry KodakEasysharePrinters RolexWatch
Question4Y
(6x0.5marks=3marks)
ReadeachoftheFOURstatementsintheboxbelowcarefully.IfastatementisTRUEwriteTinthe cellnexttothestatementintheYourAnswercolumn;ifitisFALSE,writeF.
STATEMENTSTOBEEVALUATED IMCreferstoInteractiveMarketingCommunications TheHierarchyofEffectsModelexplainswhyabranddoesnothave100% marketshare. IntheAIDAModel(theframeworkusedinselectinganadvertisement message),Astandsforattention,Istandsforinterest;Dstandsfordesireand Astandsforaction Pullstrategiesrelyonpersonalsellingandsalespromotionstoencourage intermediariestotaketheproductandpromote. Advertisinghelpsmarketersincreaseormaintainbrandawarenessand, subsequently,marketshare. Themainobjectivesofsalespromotionaretoincreasetrialpurchases, consumerinventoriesandrepeatpurchases.
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SOLUTIONQUIZ1GQUESTIONS
1G. OutdoorExpertsInc.(OEI),manufacturerofalineofproductsforcampingandother outdooruses,hasannouncedplanstosellanewinsectrepellantgel,calledSafeRepel.The companyintendstospendheavilyonTV,radioandmagazineadvertisementsbeforeSchool HolidaysandChrismasbreakthatwillpromoteSafeRepelasthesafestnonstickyinsect repellantGelforeveryonewithacleanandnaturalfragrance.OEIalsodecidedtooffer freesamplesofSafeRepeltothebuyersofotherOEIproducts.Despitecompetition,OEI anticipatesthatthisnewproductwillcapturea3percentshareoftherelevantmarketwhich hasbeengrowingataratherslowpace. Decidewhichstageoftheproductlifecyclebestdescribesthesituationintheabovecase consideringtherelevantproductmarket. Marketintroduction Whatmarketingstrategieswouldyousuggesttothesecompanies? Atrulynewproductconceptisbeingintroducedand,despitesomerealproductadvantages, itwillrequireconsiderableconsumereducationandsomenewdistributionchannel arrangementsforthisparticularproductmarket.Itwillbesometimebeforethecompany recoversitsinvestmentandbeginstoearnaprofit,althoughitspatentwillhelpprotectit fromimitators.Alsoconsumersmaynotbetooeagertobuyanewformofapopular product,despitesomerealadvantagesintermsofconvenienceandperhapseconomy.
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2G. OutdoorExpertsInc.(OEI)manufacturesalineofproductsforcampingandotheroutdoor uses.OneoftheirbestsellingproductsisaninsectrepellantlampcalledClearGlow.To manufactureandmarketthisproductOEIhasfixedcostsof$100,000andaveragevariable costof$12.00.Averageannualsalesoftheproductis8000unitsyieldingaprofitof $100,000.OEImarketstheproductsthroughwholesalerstotheretailoutlets. Ifwholesalerstakeamarkuponmanufacturerssellingpriceof25%andretailersearna markupof40%ontheircost,whatisthepriceconsumerswillpayforthelamps? LetthemanufacturerssellingpricebeMP; formakingaprofitof$100,000thefollowingequationmustbetrue: $100,000+$12x8000+100,000=8000xMP Or,MP=$37.00 Wholesalersmarkuponmanufacturerssellingpriceis25% LetWholesalerssellingpriceisWP; Then,Wp(10.25)=$37.00 OrWp=$37.00/0.75=$49.33 Retailersmarkuponcost:40% LetretailerspricebeRp; ThenRp=$49.33+0.4(49.33)=$69.07
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Question4G
(6x0.5marks=3marks)
ReadeachoftheFOURstatementsintheboxbelowcarefully.IfastatementisTRUEwriteTinthe cellnexttothestatementintheYourAnswercolumn;ifitisFALSE,writeF.
STATEMENTSTOBEEVALUATED Companieswithinthesameindustrydiffergreatlyinhowtheydesigntheir IMCmixes. TheHierarchyofEffectsModelexplainswhyabranddoesnothave100% marketshare. IntheAIDAModel(theframeworkusedinselectinganadvertisement message),Astandsforassertion,Istandsforinterest;Dstandsfordesireand Astandsforaction Pushstrategiesrelyonpersonalsellingandsalespromotionstoencourage intermediariestotaketheproductandpromote. Advertisinghelpsmarketersincreaseormaintainbrandawarenessand, subsequently,marketshare. Themainobjectivesofsalespromotionaretoincreasetrialpurchases, consumerinventoriesandrepeatpurchases.
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SOLUTIONQUIZ1BQUESTIONS
1B. AlphaEmporium(AE)havelongbeenmanufacturingvarioustypesofmanuallyoperated kitchenappliancessuchaskitchenknives,canopeners,kitchenscissorsetc.Manyofthe productssuchasthehandheldmanualcanopeners,havebeensteadilylosingtheirappealto customersbecauseoftheavailabilityoftheirelectricalorelectronicsubstituteswhich,though muchmoreexpensivethanthemanualversion,aremoreconvenienttouse.Infactthemarket forthisparticularproducthasbeenshrinkingforthelastcoupleofmonths. Decidewhichstageoftheproductlifecyclebestdescribeshandheldmanualcanopeners. Why? Marketmaturity Explainyouranswerconsideringtherelevantproductmarket.Whatmarketingstrategies wouldyousuggesttothesecompanies? Productsandserviceprobablydifferonlyslightlyamongcompetitors.Competitionisbeginning toemphasiseprice,andthereiskeencompetitionfordecliningindustryprofits. Handheldcanopenerfirmsmaychoosetomarkettheircanopenersindevelopingcountries whereelectricityisnotwidelyavailableinhouseholdsorwhereelectriccanopenersare viewedasadiscretionaryitem.
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2B. TomanufactureandmarketthisproductAEhasfixedcostsof$120,000andaveragevariable costof$1.80.Averageannualsalesoftheproductis100,000unitsyieldingaprofitof $100,000.AEmarketstheproductsthroughwholesalerstotheretailoutlets. AlphaEmporium(AE)useswholesalersandretailerstodistributethishandheldmanualcan opener.Thewholesalertakesaprofitof20%onitssellingpricetotheretailer.Theretailer takesa40%markuponthepricepaidtothewholesaler.Howmuchwouldbethefinalprice paidbytheconsumer? LetthemanufacturerssellingpricebeMp; formakingaprofitof$100,000thefollowingequationmustbetrue: $120,000+$1.80x100,000+$100,000=100,000xMP OrMp=$4.00>>Thisisthepricethewholesalerspaythemanufacturers. Wholesalersmarkuponsellingprice:20% LetWholesalerssellingpriceisWp; Then,Wp(10.20)=$4.00 OrWp=$4.00/0.80=$5.00>>Thisisthepriceretailerspaythewholesaler Retailersmarkuponcost:20% LetretailerspricebeRp; ThenRp=$5.00+0.4(5.00)=$7.00
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Question4B
(6x0.5marks=3marks)
ReadeachoftheFOURstatementsintheboxbelowcarefully.IfastatementisTRUEwriteTinthe cellnexttothestatementintheYourAnswercolumn;ifitisFALSE,writeF.
STATEMENTSTOBEEVALUATED AnIMCapproachisnotjustconcernedwithadvertisingandsalespromotion; itcoversallthetraditionalareasofmarketing TheHierarchyofEffectsModelexplainshowabrandcanhave100%market penetration. IntheAIDAModel(theframeworkusedinselectinganadvertisement message),Astandsforattention,Istandsforintensity;Dstandsfordesireand Astandsforassertion. Pushstrategiesrelyonpersonalsellingandsalespromotionstoencourage intermediariestotaketheproductandpromote. Advertisingisanyformofnonpersonal,paidcommunicationinwhichthe sponsororcompanyisidentified. Themainobjectivesofsalespromotionaretoincreaselongtermcustomer loyaltyandmarketshare.
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