AID17627: Case
Study
Mr. Sharma
of Spark Detergent was a worried person; another competitor had launched a
special pack of a Detergent with a very competitive price and very aggressive
advertisement and Sales promotion schemes. The flagship brand of the company
SPARK was taking a beating in the market and sales were going down.
The company
Spark is an old company existing for more than 60 years and has strong brand
equity in the market. The products of the company are well known and command a
premium and have a niche place in the market. There are also other products
like Soaps, Shampoos and other consumer goods the company offers. The new
company does not have the wide range of products Spark has but is strong on raw
materials buying and thus offers very low prices to attract customers; this
according to Mr. Sharma is their biggest strength. Mr. Sharma is sitting in his
office trying to find a new marketing strategy to regain the lost market share
a. Please
help Mr. Sharma in his endeavor to regain the lost share and increase brand
equity.
b. Should Mr. Sharma drop prices of the
brand SPARK? If not what alternative does he has?