Marketing Management Analysis of MoltyFoam Ortho Mattress in Pakistan

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Marketing Management Analysis of MoltyFoam Ortho Mattress in Pakistan #0 Marketing Management Analysis of MoltyFoam Ortho Mattress in Pakistan #1 Marketing Management Analysis of MoltyFoam Ortho Mattress in Pakistan #2 Marketing Management Analysis of MoltyFoam Ortho Mattress in Pakistan #3 Marketing Management Analysis of MoltyFoam Ortho Mattress in Pakistan #4 Marketing Management Analysis of MoltyFoam Ortho Mattress in Pakistan #5 Marketing Management Analysis of MoltyFoam Ortho Mattress in Pakistan #6 Marketing Management Analysis of MoltyFoam Ortho Mattress in Pakistan #7 Marketing Management Analysis of MoltyFoam Ortho Mattress in Pakistan #8 Marketing Management Analysis of MoltyFoam Ortho Mattress in Pakistan #9

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MARKETING MANAGEMENT Term Project Product: MoltyFoam Ortho Mattress Submitted to: Ma’am Sana Azar Submitted by: Ahmad Ali Haider Ahmad Zafar Asad Khalid Ayesha Majid Muhammad Ameen Abdullah Muhammad Bilal Sarwar Molty Ortho Contents Executive Summary........................................................................................................................ 5 Introduction .................................................................................................................................... 6 Company’s Vision of Molty Ortho ............................................................................................. 7 Marketing Mix ................................................................................................................................ 8 Product ........................................................................................................................................ 8 Pricing ......................................................................................................................................... 9 Place .......................................................................................................................................... 10 Promotion.................................................................................................................................. 10 Internal Analysis ........................................................................................................................... 12 Strengths ................................................................................................................................... 12 Weaknesses ............................................................................................................................... 13 Core Competencies ................................................................................................................... 14 Corporate Social Responsibility ............................................................................................... 15 2 Molty Ortho External Analysis .......................................................................................................................... 17 Opportunities............................................................................................................................. 17 Threats....................................................................................................................................... 17 Market Segmentation and Targeting ......................................................................................... 18 Behavioral segmentation ........................................................................................................... 19 Demographic Segmentation ...................................................................................................... 19 Psychographic segmentation..................................................................................................... 19 Geographic segmentation.......................................................................................................... 19 Competitors Profile....................................................................................................................... 20 Value Chain .................................................................................................................................. 21 • Inbound Logistics: .............................................................................................................. 22 • Operations: ......................................................................................................................... 22 • Outbound Logistics: ........................................................................................................... 22 • Marketing and Sales: .......................................................................................................... 22 3 Molty Ortho • Services: ............................................................................................................................. 22 Brand Positioning ......................................................................................................................... 23 Bulls Eye ................................................................................................................................... 23 Problem Identification .................................................................................................................. 24 Suggested Marketing Strategies ................................................................................................... 25 Conclusion .................................................................................................................................... 27 References .................................................................................................................................... 28 4 Molty Ortho Executive Summary The product our group chose to work on was Molty Ortho mattress, a custom built, and unique mattress developed by Master MoltyFoam catering to customers with backache problems and the consumers who want a relax, stress free sleep during the night. The product has different variants, each serving and delivering value to its targeted consumers as per its designed function. However, there was very little awareness in the market for these orthopedic mattresses. The consumers mixed these with normal mattresses and thus there were not enough sales as projected by the company or as per the potential of the product. Identifying this problem, we came up with solutions and new marketing strategies for the MoltyFoam Ortho mattresses which are aimed to increase the awareness of the product amongst the consumer’s and also educate the consumers for why they should purchase these Ortho mattresses and how would it is designed to impact their health. The product has been analyzed from the viewpoint of various marketing models such as Bull’s Eye Model and Porter’s Value Chain Model and thus an overall marketing plan has been established to increase the sales of the Master MoltyFoam Ortho mattresses. 5 Molty Ortho Introduction In 1963 Master MoltyFoam was founded by Mr. Riaz Malik. The company began its operations by initially manufacturing high quality rubber tires for the Pakistan Air force in particular and also for other sister forces. However Mr Riaz who was a man with great vision wanted to bring a change in the life styles of the people of Pakistan. Since Pakistan was a newly established country back then and there was a lack of resources as well, the bedding industry was poorly underdeveloped. Mr Malik introduced the Master Molty mattresses collaborating with Bayer (Germany) for innovation and technical benefits and thus Master MoltyFoam soon became a general name for the bedding and mattress industry in the country. Over the years, the brand has developed a strong relationship with its customers and is further committed to be involved with its consumers emotionally and innovatively. The ideology of the brand is to provide its valuable consumers with a healthy, peaceful sleep by developing products of high quality and standards so that the customers can enjoy the maximum out of the product. The company has highly efficient and technological laboratories that ensures Master’s elevated standards of efficiency and proficiency. The research departments are continuously working on to develop unique and new formulas to produce better foams and mattresses which are not only affordable for general masses but also provide high level of comfort and relaxation to consumers. For interacting with its consumers and

 

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Document type

Research Paper


Languages

English.


Categories

Marketing and Marketing Management.


Country

Pakistan.


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