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- 1. SCINTILLATIONS OF DYNAMIC BUNDLING REJUVENATING THE NETWORK EFFECT IN A.ALBUQUERQUE & SONS, MANGALORE Submitted by: Ms.Merry Manuel Ms. Pavithra M.G Ms.Preema D’Souza Ms.Shayel Vilita Machado Ms.Sneha Joy
- 2. INTRODUCTION Clay tile manufacturing industry A. Albuquerque and Sons, Mangalore Dynamic Bundling
- 4. Mulherone & Leone (2013) - multiple product pricing , interdependencies in demand amog categories LITERATURE REVIEW Spais (2012) - Papakonstantinidis model ,integrated bargaining solution ,vertical cooperative sales promotion campaigns Breugelmans & Campo (2016) - cross- channel effects of price promotions on category purchase decisions Freo (2015)- sales promotions on store performance in the short and long term from the retailer’s point view.
- 5. CONCEPTUAL FRAMEWORK PROMOTIONAL FRAMES PERCEIVED VALUE SALES BUNDLING PRICE ACCEPTABILITY QUALITY
- 7. PROBLEM SPECIFICATION Dependent-Dependent:Price acceptability with perceived value, perceived value with sales and price acceptability with sales
- 8. RESEARCH METHODOLOGY STATEMENT : To create a multi-dimensional conceptual model to design an optimal, seasonal dynamic combo package for the sales promotion of A. Albuquerque & Sons OBJECTIVES: To design an appropriate seasonal combo package To develop a business strategy that would increase the bill per order.
- 9. SCOPE AND LIMITATIONS LIMITATION: Time constraints Cross sectional study Geographical constraints Possibilities of positive bias SCOPE: The study was conducted in Albuquerque and sons. The data was collected from the owner Mr. George Albuquerque Pai and the workers of the factory for 6 weeks.
- 10. DATAANALYSIS It is evident that in general the off season is seen to be June-August. But then in the year 2016-17, there is a steep fall in the number of customers post October till December as the demonetization policy was announced in the first week of October.
- 12. FINDINGS The model allows predictability of sales as it induces expectations over the future evolution of the interior design market, and captures this effect in a trackable manner, building upon recent work on dynamic demand models The roof tiles sales diminish in the absence of mixed bundling, and the consumers who had purchased bundles may not always purchase pure customized roof tiles, even though roof tiles may be cheaper than in bundles Bundling is found to be a flexible product strategy option because it allows firms to create entire product lines where only one product existed
- 13. PROBLEM RESOLUTION Variety of product offerings of Albuquerque & Sons Size(in inches) Class of offerings No.of tiles required per sq.ft(nos.) Approximate price* in INR/ piece (*Subjected to seasonal variation) Mangalore Tiles 16*10 Standard 1.3 37 Glazed roof Tiles - Premium - 73 Commercial split tile 10*5inches(18 mm thickness) Standard 1.44 17 Ceiling Tiles 12*8 Premium 1.44 73 Weathering Tiles 9*9inches(18 mm thickness) Standard 1.8 27 Wall Claddings 9*3 Standard 5.50 39 Clay Hollow Bricks 16*8*8 Standard 1.125 67 Jallis 8*8*3 Premium 2.20 43 Nuvovotto Floor Tiles 240*60*9mm Standard 70 nos. per sq.mt 87 Corner/Top Ridges 10*5 inches(18mm thickness) Standard 1.44 153 Pavers 15*8 Premium 12 83
- 16. BIBLIOGRAPHY Campo & Breugelmans (2016), Cross-Channel Effects of Price Promotions: An Analysis of the Multi-Channel Grocery Retail Sector, Journal of Retailing, pg. 333-351 Adams, W. and Yellen (2016), "Commodity bundling and the burden of monopoly", Quarterly Journal of Economics, Vol. 90, August, pp. 475-98. Allen, M. (2088), "Strategic management of consumer services", Long Range Planning, Vol. 21 No. 6, pp. 20-25. Alonzo, V. (2096), "The trouble with money", Incentive, February, pp. 26-30. Berry, L.L. and Parasuraman, A. (2011), Marketing Services: Competing through Quality, Free Press, New York, NY.