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A Case Analysis of Vora and Company

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48 views3 pages

A Case Analysis of Vora and Company

Uploaded by

Debraj Pal
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© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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/ A CASE ANALYSIS OF VORA AND COMPANY

A CASE ANALYSIS OF VORA AND COMPANY


Autor:  people  05 December 2010
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A CASE ANALYSIS
OF
VORA AND COMPANY
PRESENTED BY
PRASOON GARG
EN. NO. 10BSP0920
SECTION D
Introduction to the Case:his case is about Vora and Company, established in December 1963 by M.C. Vora, which manufactures Blossom quick
cooking oats. The company was located in Lucknow. The company was suffering with lower sales and losses. This case discuss about various
strategies adopted by the company, their strengths and weaknesses and in that way it also discuss about reasons for low sales.
Objective of the case:
The main objective of the case, in general, is to discuss various points which a firm should consider before entering into new market. In terms of
and company, the objective is to know whether Blossom should continue in the business or not and to give suggestions on various marketing
techniques for increasing the sales of Blossom.
Issues in the case:
• Sales of the product were lower than expected even after taking measures to improve sales.
• The company had suffered considerable losses since the launching of his enterprise.
• Problems were aroused due to insufficient study of market and trends before launching the product
• There were some issues with packaging, distribution and advertising of the product.
External Environment:
In 1994, the government of India stopped the importation of packed cereals which resulted in exit of “Muller and Phipps”, the sole seller of packe
in India. A competitor named Ganesh Flour Milles was already present in the market under the trade mark “Champion”.
SWOT Analysis:
1) Strengths:
• Blossom was rated as equal as or better than the competing product by the consumers.
• The company followed required quality standards and used the mark of Indian standards Institution.
• Proper listing of demand in order of quantitative importance by regions
• Product had high nutritive value.
2) Weaknesses:
• The packaging was not satisfactory- It was too flashy, bright and copy of competitor, phrase quick cooking oats was written in small.
• The distributors assigned to sell Blossoms were new to the sale of Food Products having competition in market.
• The distribution channel was through mail, there was no personal contact with the distributors.
• Ineffective advertising.
• Commission to distributors and discount to retailers were high.
• Packaging cost was very high
3) Opportunity:
• There was only one apparent competitor
• Better packaging, proper distribution channel, proper advertising may improve sales.
4) Threats:
• Low demand
• Already established competition.
Marketing Strategies:
Product:
The product has high nutritional value so the positioning of the product should be concentrated on this aspect.
Price:
The prices were very competitive and reasonable. Only thing Blossom should do is, they can reduce their discounts to the retailers and commissio
the distributors.
Place:
Product was rightly placed on the basis of geographical regions as previous study shows that the demand is higher in south. But the company sho
change its distribution channel for better placement of the product.
Promotion:
The company needs to improve its whole promotional strategy from packaging, advertising to distribution. The packaging can be made more sob
attractive. The main quality of the product should be highlighted on the packet. The company should appoint experienced distributors to improve
visibility of the product in retail stores. Advertising should be done properly and effectively by showing advertisements which can change thinkin
the customers so that they buy more quantity.
Recommendations:
According to me the company should not shut down its business as there is lot of scope of improvement in their strategies. It should focus on
improving the product, reducing the cost, better promotion and distribution. It can add new verity to their product to give more choices to the
customers. Packaging should be done in new and innovative way and cost cutting measures should also be focused. The company needs to adopt
promotional drive by airing effective advertisements which can show main advantages of the product. It seriously needs to improve its distributio
channel by appointing experienced distributors and it also need to examine the distribution channel personally.
Conclusion:
I conclude by saying that, The Blossom’s sale can be improved if the company tries to improve the product and marketing strategies.

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