SATISFYING THE CUSTOMER

Module 2 - Satisfying the Customer



Module 2 - Satisfying the Customer

Introduction

The case study I recently studied is in the pattern of a design which focuses on the suggested launch of a new merchandise, Lemonhead, into the living alcohol-dependent lemon drink market. For the reason of investigation, Two Dogs (the present No. 2 in the sector) was chosen as a direct evaluation and a standard for improvement. Currently, the whole alcohol-dependent lemon drink or “Alco pop” part is treasured at £60 million and increasing by 20 per cent.

Our goal market is predominantly “fun-loving” 18-24 year olds. The two foremost objectives of the case am to strike Two Dogs and become No. 2 in the market inside six months and, one time established, I desire to then be demanding for the market foremost place inside 12 months.

To strengthen the require of a new merchandise launch, I advanced our goal market and inquired them what they liked through a questionnaire survey. Our outcome displayed us that there was an authentic require for Lemonhead and demonstrated what variables had to be integrated into the components of the trading mix:

Product - high taste/high image.

Price - high premium/high value.

Promotion - high media/high merchandising.

Place - high tavern and clubs/high retail.

It is clear-cut, from our investigation, that Two Dogs is actually inconsistent inside its trading strategy. Using the blend chart form and our empirical study I recognised the flaws of Two Dogs as being reduced on flavour, likeness, worth, merchandising and newspapers promotion. (Wilson, 1995, 25)

We will finally persuade all desires of the clientele by commencing merchandise with high flavour and high image. I design to construct the emblem likeness by advocating in movies, on financial wireless and in exact publication publications. The likeness will be farther increased by trying meetings in on-trade and public positions, dual sponsorship at peak nightclubs and with Club 18-30, and money-off vouchers integrated in scholar greeting packs; connected with “wacky” wrapping and the strap line “Gives good lemon”.

Our “consistent” trading scheme will endow us to persuade both our centre objectives and, more significantly, the obligations of our goal market. The launch of Lemonhead will, in result, turn Two Dogs into a dead dog.

Report

For the reason of that case study I am suggesting to launch merchandise called Lemonhead which is an alcohol-dependent lemon drink. The rationale for this case study has arrive about due to primary lesser study which displays that the alcohol-dependent supple drink market, or the hard supple drink market (products of which am renowned as “Alco pops”) is a high development sector. I have selected to focus our efforts on striking Two Dogs with a comparable trading strategy. (Kotler, 1983, 85)

According to the most latest market study facts and numbers (November/December 1995), for the total UK off-trade, the total sales in litres for the total lemonade market was 2.9 million. Of this, Hooch loves 2.1 million litres and Two Dogs has only 0.5 million litres. This rather apparently sets up Hooch as the market ...