Amber Case Study

8/8/2019 Amber Case Study

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BACKGROUND

Ambar Health Food falls under the natural and

traditional health remedies and products segment

Umbrella Company 125 products

Food Vs Hygiene and Personal Care Products

Traditional Ayurvedic remedies Vs Modern Health

Concepts


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Attributes EvaluationMean Rating

Ideal HealthDrink(M.R)

Highest MeanRating(O.B)

Nutrition 4.47 4.84 4.36

Taste 4.30 4.74 4.27

Immunity 4.03 4.52 3.56

Price 3.60 4.25 3.75

Growth 3.95 4.53 3.63

Mixing Property 4.18 4.53 3.88

Natural 3.60 4.25 3.88

Ayurveda 3.14 4.11 3.09

Energy 3.74 4.66 3.57


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OVERALL ATTITUDE TOWARDS THE

OBJECT (AO)Nutrition (I-A) 0.37 (A-B) 0.11

Taste 0.44 0.03

Immunity 0.49 0.47

Price 0.65 -0.15

Growth 0.58 0.32

Mixing

Property

0.35 0.30

Natural 0.65 -0.22

Ayurveda 0.97 0.05

Energy 0.92 0.17


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PLAN

Purchase intention is towards Ambar health drink

Consumer Perception is vital for the Ambar house and

it is facilitated by Umbrella positioning. The Ambar Health Drink Would be Launched on the

platform of health consciousness which caters to the

ideal self image of consumer. The Influencer mainly elderly people will play an

important role.

Contd


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Brand loyalty plays an important role in this

product Category. So constant resonance has to be

generated among customers. So that they remain

loyal to brand Ambar.

The Ambar health drink will play both the

symbolic and functional role.Brand Image preference emphasizes on extrinsic

cues which are vital for this product category.


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a. Target market:

b. Major segments:

c. Factors effecting sales:

d. Major competitors:

e. Strategies of quality:

f. Threats from competitors:

g. Targets that would like to attain:

h. Expanding target market Threats and opportunities for price:

j. Strategies of getting goals i.e. high profits:

k. Marketing strategy: l. Expectations for the coming year:

m. How to determine the yearly budget:

n. Marketing strategies

o. Pest analysis


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BASIS OF MARKETING STRATEGY

Launching

Positioning both in rural and urban areas.

Source of influence Projected purchase intention.

Consumer buying pattern .

Its penetration in domestic market. Existing competitors.


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Serve customers with creativity and

consistency to generate growth across all

channels. Direct investments to highest potential areas

across markets.

Drive efficiency and cost-effectivenesseverywhere.


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MAJOR SEGMENTS

Major segments are basically those people

who may take this drink daily and those areas

where the demands may be higher than theother areas.


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FACTORS EFFECTING SALES

There are so many factors, which affects the

sale . Here we are discussing three major

factors which may effect majorly- Per capita income

Competitors

Weather


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MAJOR CUSTOMERS NEED

Consumers availability in brands is basically

works like:

Push availabilityPull consumers demand

So here as this is a new launch so we need to

have the push and pull in the market


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STRATEGIES OF GETTING GOALS I.E.

HIGH

PROFITS

Some major ways to increase the profit can be

as follows.

Volume can be increased through distribution

channel and by giving good margins initially.Interest level of consumers

To take part in energetic festivals


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PROMOTION STRATEGIES

Getting shelves

Eye Catching Position in the stores like

near the entrance of the stores.

Sale Promotion Company can also do sponsorships with different college

and schools cafes and sponsors their sports events andother extra curriculum activities for getting market share.

DISTRIBUTIONCHANNELS

Company should make two types of sellingDirect sellingIndirect selling


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Documents

Amber Case Study