REPORT
Pahalwan’s Case Study
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1. Introduction
Changing consumer preferences had started affecting the company. Pahalwan's did not believe in advertising its products and focused little energy on branding activities. Thus, there was a need to plan for an innovative and cost-effective communication strategy to boost its sales.
2. Developing New Marketing Strategy
Following the marketing framework, we start with a situational analysis by using 5C’s, Strategic Marketing (STP), and Tactical Marketing (4P’s) in the current business scenario, and hence implement all the analysis.
3. Objectives
- Increasing market size
- Dealing with inbound competitors (direct and indirect)
- Improving distribution channels
- Improving communication channels
4. Value Proposition
- Clean, hygienic sweets made from pure milk and ghee
- Home delivery
- Bulk order
- Offline and online channel of distribution
- Preparations for weddings
5. Market Opportunity Analysis
- SWOT Analysis
- Porter’s 5 forces
- PESTEL analysis
6. Assessing Growth Opportunities
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Ansoff Matrix
6.1 Market Penetration
- New Packaging of products
- Attract competitors’ customers
6.2 Market Development
- Sugar free sweets made with minimum oil to attract health conscious customers
- Digital Marketing using Google networks, social media, and company website.
6.3 Product Development
- Introduction of modern sweets like pastries, cream rolls, brownies, etc to attract younger generation
- Additional toppings
- Change in shape and size to give it more attractive look
6.4 Diversification
- Addition of fast food products
- Addition of restaurants for Indian food
6.1 Market Penetration
- New Packaging of products
- Attract competitors’ customers
6.2 Market Development
- Sugar free sweets made with minimum oil to attract health conscious customers
- Digital Marketing using Google networks, social media, and company website.