Marketing Basics Part 2 Case 1 Witte MIEMP

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Uploaded: 08.12.2016
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Syktyvkarskaya company entered the new market (Kirov) 3 years ago with big ambitions: to become a leader quickly and permanently. We can say that it looked like a good adventure - the customer base (for the market) would not, work experience and knowledge of the market in any of the managers did not.
The market, which left the company, has all the characteristics of an emerging (wild): pure competition (share leader - not more than 15%), lack of brands, or rather their very low visibility, the profitability of the first level of distribution (manufacturers and dealers manufacturers) 15-100% , 40-100% retail margin.
The products of mass consumption, a long period of use, the products has a pronounced seasonality (4 months a year wholesale, the end user 2 months) consumes the vast majority of the population, the consumer (mostly) perceives only two criteria: price and quality. Stamps (domestic companies) began to appear 2-4 years ago remove them large companies - market leaders.
The role of Moscow and foreign companies / brands is minimal. The leader (by volume) is the company which is the same and the price leader. Another feature - the season for wholesale is on the decline (20% of max), when starting the main sales in retail, a consequence of this - retailers do not take the risk of a new, unknown products in large volumes until the season starts sales. And if the goods are "go", the wholesale in many cities simply can not deliver the right amount of product, as by this time they ended the season and they clean warehouses. So when there is a work c wholesalers and retailers on the product is on the shelf, the advertising for the retail buyer - it is only a promise (the company has no history of advertising) .and etc ..........

The task:
What should be emphasized in the promotion?

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