case study model.. u can help me to improve!

1. by
KAFEELA PARVIN

2. marketing management
CASE STUDY

3. CASE
 UNIQUE luggages which pioneered and later
steered the moulded luggage marketing for
above 30 years, had to face stiff competition
from many contestants. The company
developed the following marketing strategies
to defend its position of leadership in the
market:
*continues product augmentation
*proliferation of low priced models

4. * Trade push and sales promotion
*expansion and diversification
UNIQUE luggages being the present leader of
the market , do you think that the above
strategies are adequate enough to defend its
position ? What other strategies could you
offer?

5. INTRODUCTION
 UNIQUE luggages have been holding their
prime position in the moulded luggage
marketing for 30 years and more.
 Competitors and competitor’s strategies are
now challenging their position.
 Now UNIQUE luggages are on the urge to
find new marketing strategies as well as to
correct the flaws in already chosen's.

6. MISSION & VISION
 To continue in number one position as the
leader of the moulded luggage marketing in
India.
 To become one of the world’s most highly
regarded premium life style travel brand.
 To continue to define, develop, clarify &
promote the brand, there by strengthening
their position in every market segment and
build a solid unbeatable platform for future
growth.

7. SWOT ANALYSIS

8. STRENGTH
 The organized industry is well
structured, with good manufacturing and
marketing patterns.
 The product is already positioned in the
market, established well, and is a leading
power.
 The firm is ready to make changes in their
strategies according to the changing external
environment.

9. WEAKNESS
 Product has short life due to changing trends-
add to the cost of production.
 Limited global reach, despite being a global
brand.
 Inadequate market strategies to prevent
competition.

10. OPPORTUNITIES
 Fast growing fashion minded youth
 Global penetration of brand
 Increased demand from successful customers
 New innovations in technology

11. THREATS
Youth segment is price sensitive
The emergence of new competitors
New legislations increasing the costs
A downturn in the economy, reducing overall
demand
Availability of less time to find and adopt new
strategies due to competition.

13. MARKETING STRATEGY
Central to any marketing strategy is
understanding your customer and their
needs. The ability to satisfy your customers
better than your competitors help you to
build customer loyalty and increased sales.

14.  STRATEGIES which the company has
already developed according to the changing
scenario :
1.Continues product augmentation
2. Proliferation of low priced models
3. Trade push and sales promotion
4. Expansion and diversification

15. 1. Continues product
augmentation
 The augmented product refers to services and
other activities that support the marketing of the
main (or core) product.
 augmented product may include a product
warranty, service or installation, and may
increase the price of the basic product being
purchased. It also includes sales persons, service
personnel, transportation and, where
appropriate, assembly or construction of the
product at the customer’s home or workplace.

16.  PRODUCT TYPES:
Potential product
Augmented product
Expected product
Basic product
Core benefit

17. It can be:
 Guarantee – This provides a level of assurance
that the product will perform up to expectations
and if not the company marketing the product
will support the customer’s decision to
replace, have it repaired or return for a refund.
 Warranty – This offers customers a level of
protection that often extends past the guarantee
period to cover repair or replacement of certain
product components.
 Customer Service – This consists of
additional services that support the customer’s
needs including offering training and assistance
via telephone or online.

18.  Complementary Products – The value
of some product purchases can be enhanced
with add-on products, such as items that make
the main product easier to use (e.g., laptop carry
bag), enhance styling (e.g., cell phone face
plates) or extend functionality (e.g., portable
keyboard for PDAs).
 Accessibility – How customers obtain the
product can affect its perceived value depending
on such considerations as how easy it is to obtain
(e.g., stocked at nearby store, delivered directly
to office), the speed at which it can be
obtained, and the likelihood it will be available
when needed.

19. Demerits of product
augmentation:-
1. Each augmentation adds cost
2. Augmented benefits soon become
expected benefits and necessary point-of-
parity, this means that competitors will
have to search for other features and
benefits.
3. As companies raise the price of their
augmented product some competitors
offer a “stripped-down” version at a much
lower price.

20. 2. Proliferation of low
priced models
 Product proliferation occurs when
organizations market many variations of the
same products.
 This can be done through different color
combinations, product sizes and different
product uses.
 Proliferation of low priced models
means, producing wide variety of lower
priced models, either by reducing quality or
by other means.

21. Demerits of Proliferation:-
 marketing so many new products leads to
economic resources being wasted.
 the consumer becomes confused and
mistakes are made in the purchase of
products.
 Product proliferation can sometimes also
lead to cannibalization of the existing product
lineof the company and should be justified by
overall increase in market share.

22. 3.Trade push and sales
promotion
 Sales promotion is one of the seven aspects
of the promotional mix. (The other six parts
of the promotional mix
are advertising, personal selling, direct
marketing, publicity/public
relations, corporate image and exhibitions.)
 Sales promotions can be directed at either
the customer, sales staff, or distribution
channel members (such as retailers.)

23. Sales Promotion Vehicles
Consumer-Oriented Trade-Oriented
Samples Contests, dealer incentives
Coupons Trade allowances
Premiums Point-of-purchase displays
Contests/sweepstakes Training programs
Refunds/rebates Trade shows
Bonus packs Cooperative advertising
Price-off deals
Frequency programs
Event marketing

24. Demerits of sales promotion:
 Increased price sensitivity.
 Quality image may become tarnished.
 Merchandising support from dealers is
doubtful.
 Short-term orientation.

25. 4. expansion and
diversification:-
 Any modification of a current product that serves
to expand the potential market implies that the
company is following a strategy of product
diversification.
 Diversification may be achieved by entering into
additional markets and/or pricing strategies.
 Often the product may be improved, altered or
changed, or new marketing activities
are developed.

26. Demerits of expansion and
diversification:
 Double Sales Team Expenses.
 Incompatible Businesses.
 Overestimate Synergy Savings.
 Lack Of Knowledge.

27. ADDITIONAL MARKETING
STRATEGIES:
 Market integration strategy – big firms do
this to avoid competition by acquiring the
contesting firm.
 Test market strategy - When executing new
initiatives, embrace the process of trial and error.
 Total market strategy – instead of adopting
single/multimarket strategy, adopt total market
strategy which will suit all markets.

28.  Instead of other entry strategies adopt ‘first
entry market strategy’
 Product repositioning strategy - Reviewing
the current positioning of the product and its
marketing mix and seeking a new position for it
that seems more appropriate.
 Product Scope Strategy -The product-scope
strategy deals with the perspectives of the
product mix of a company.

29.  Product Design Strategy -The product-
design strategy deals with the degree of
standardization of a product. The company
has a choice among the following strategic
options: standard product, customized
product, and standard product with
modifications.

30. SUGGESIONS
 Setting up a creative team.
 Investing more in to advertisement and
research
 Recruiting new talents.
 Experimenting both in product and
distribution schemes.
 A better ambassador and advertisement.

31. CONCLUSION:
 The strategies which the company has
already developed are adoptable. But they
have certain demerits. So it will be more
beneficial if UNIQUE company focus more in
to their correction before implementing.
 Apart from their plans, further strategies can
also be taken in to account along with the
suggestions provided. And the firm continue
in their leading position.

32. THANK YOU