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A case study on Dunlop Back on its Feet
Question no 1
Dunlop was in serious trouble with the youth market. It was perceived that Dunlop is a boring
brand and has no innovative and stylish look. When Dunlop realizes this situation, it takes steps
to re-invigorate and resuscitate the brand. It added sports cloths to marketing mix to attract youth
market along with shoes brands. It not only adds more customers but increase sales. It used a
retro fashion technique to add sports clothes in its products.
Question no 2
The success of a firm often depends on its ability to take orders, process them, and get the goods
to customers. The sales of Dunlop are not what they should be. The market share is shrinking
and competitors are leaving Dunlop behind. The business is stuck in a rut so a re-launch can
provide the best opportunity to turn things around. Above all, a re-launch is an opportunity to set
new objectives. For example, there might need to change the product or service to meet market
needs or simply focus the efforts on serving the needs of an altogether different customer
segment. Appearance and perception are very important in business. It uses its distributive
channels to make products more reachable and available at every time.
So distribution and pricing strategies are more important while re-launching a brand. Dunlop
wants to make people think about its brands and creates a desire among the people to have its
brand. Due to this it revised it pricing policy. Moreover it targeted the middle class segment so
pricing strategy was indispensable to change.
Question no 3
The word ‘promotion’ conjures up images of advertisements through which organizations try to
persuade consumers to buy goods and services. However, promotion is not simply about
advertising. The promotional mix has a range of different communication tools. For instance,
firms may use sales promotions, sponsorship, direct marketing and public relations within the
I would like to
Improve the return policies.
Make it a policy to give cash refunds when requested by the customer.
Offer customers a "no hassle" satisfaction guarantee.
Use a suggestion box and customer want slips.
Empower employees to make important decisions, even if it means losing a small amount
of money to make the customers happy.
Use advertising techniques to create urgency and motivate customers to buy now.
Test different aspects for promoting business: -- new offers --new items -- new prices --
special announcements -- stronger ads and better headlines.
Know what type of advertising methods work the best to attract customers (direct mail,
newspaper, television, radio).
Use memorable advertising that sets the business apart from the competition like some
Create new opportunities for customers to purchase more frequently from the store.
People love the convenience of shopping online. But they don't like paying for shipping.
Offer the customer free shipping and it’ll generate more sales than lose in shipping costs.
Discounts can help to maintain long term customers and keep them loyal to brand.
If a customer orders an item specified or a minimum amount of products/services, there
will be a special gift. The gifts given to customer don't have to cost too much. This is just
a way to show the customers the appreciation for their shopping.
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