Author: Prof. Sunil V. Chaudhary

Soham a fresh post graduate in business management wants to set up his own business of selling readymade garments. Soham with the contribution of his family and borrowing from bank sets up his own retail show room in an urban area. Soham is still not clear how to position his retail show room.

• Ø Whether he should become exclusive dealer of reputed brand?
• Ø Whether he should sell only reputed brands?
• Ø Soham is offered unbranded garments by local manufacturers at a very reasonable price and quality is also good. whether he should sell unbranded garments?

Soham is confused about how to design the marketing mix for his retail showroom. He has certain problems:

• Ø If he becomes dealer to reputed brand then he will be dependent on only one brand and he will also not have too much liberty in taking marketing decisions of product, price and promotion.
• Ø If decides to sell only branded garments, then consumers may get the perception that his showroom is expensive and only meant for higher income group people. Again he may not have much liberty in taking marketing decisions about product, price and promotion.
• Ø If he decides to sell unbranded garments then he has certain benefits and problems. The benefits are:
  • Garments are of good quality and price is also reasonable.
  • Manufacturers of unbranded garments are willing to design garments as per his specification in case of bulk order.
  • He can price, promote and sell garments under his brand name.
  • But then  there are certain problems like:
  • Customers are not familiar with unbranded garments and initially customer acceptance level may be very low.
  • He cannot match the reputed brands in product promotion.
  • Initial sales may be very low and future success depends on his ability to offer qualitative market offering to the customers.
  • The Challenge he will face will be of brand building and competing with reputed brands.

He has decided to go for marketing research to take appropriate marketing decision on marketing mix. Play the role of Soham and suggest how you will design marketing mix and take various marketing mix decisions of product mix, price mix, promotion mix and place mix. You are free to make assumptions about urban market in support of your marketing mix.
Article Source: http://www.articlesbase.com/marketing-tips-articles/thinking-mind-case-study-on-marketing-management-4259309.html
About the Author

Prof. Sunil V. Chaudhary
SEMCOM College, Vallabh Vidyanagar
District: ANAND
(INDIA)