CASE STUDY

PLASTIC PRODUCTS LIMITED

[Marketing of Throw-Away Plastic Ball-point
Pens]
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 CASE ANALYSIS
ØIntroduction
ØCentral character
ØObjectives
ØAnalysis
ü Strengths
ü Weaknesses
ü Opportunities
ü Threats
Ø Information and Evidences
Ø Alternatives available
Ø Decision Taken

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 INTRODUCTION
q Launch of Throw-Away Ball Point Pen
q Analysis and Research of skill set required
q Analysis of Economics of Pen Business
q Market Behaviour
q Consumer Behaviour

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 CENTRAL CHARACTER
Designing , Manufacturing and Marketing of
new concept of Throw –Away Ball Point Pen in
the market.

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 OBJECTIVES
qIntroducing a New product line
qDecision related to Investment
qPricing Decisions
qEnsuring Product Adaptability

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 ANALYSIS
q Strengths and Weaknesses
q Risk Involved
q Competitors and Pricing Decision
q Acceptance of the product in the Market
q Advertising and Promotion Efforts

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 STRENGTHS
qViability of product in the market
qEncashing Goodwill
qUtilizing existing marketing strategies
qUtilizing existing channels and Retail
outlets
q Geographical Location Involvement
q Unique Selling Price

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 WEAKNESSES

qGaps in Capabilities
qFinancials
qLack of Knowledge and Marketing skills
qConfusion about Investing and Advertising decisions

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 OPPORTUNITIES

qCompetitor’s vulnerabilities
qTechnology Development and Innovations
qNew market, Vertical and Horizontal

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 THREATS
qEnvironmental Effects
qCompetitors' Intentions
qMarket Demand
qSustaining Internal Capabilities
qObstacles faced

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06/29/09 11
Literacy Rate in Various States

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 All India Statistics Of Joint
Stock Companies , Other
Establishments

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 State statistics

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 INTERNAL AND EXTERNAL
FACTORS INFLUENCEING
PRICING
Internal
DECISION
factors:
Cost of External Factors
production, Customers,
pricing policy, Suppliers,Middle
Pricing men,Competitors
objectives, Govt. agencies
Marketing
strategy

Firms price
decision

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 Deciding final sale price

Upper Limit

Com. ‘s product
feature ,design
style e.t.c.
Assisment of
customer
perception

Lower limit

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 Suggestion for
decision taken
Market segmentation
Pricing
Launching of product

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 THANKS

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