Scribd Logo
Upload

Welcome to Scribd!

  • 97 views

    Case Study

    Uploaded by

    Mohd Ariz
    Maruti Udyog Ltd. recognized changing consumer needs and segmented the market. When sales of jeans went down for Levi Strauss & Co., research found their core baby boomer market had aged and their needs changed. By developing new styles like khakis for different segments, Levi Strauss increased and exceeded previous sales. Similarly, Maruti Udyog developed many car models like Maruti 800 and WagonR tailored to different consumer segments and needs. To market successfully, companies must understand diverse consumer segments, position products to meet their needs, and develop targeted strategies, advertising, and distribution.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd

    Case Study

    Uploaded by

    Mohd Ariz
    97 views2 pages
    Maruti Udyog Ltd. recognized changing consumer needs and segmented the market. When sales of jeans went down for Levi Strauss & Co., research found their core baby boomer market had aged and their needs changed. By developing new styles like khakis for different segments, Levi Strauss increased and exceeded previous sales. Similarly, Maruti Udyog developed many car models like Maruti 800 and WagonR tailored to different consumer segments and needs. To market successfully, companies must understand diverse consumer segments, position products to meet their needs, and develop targeted strategies, advertising, and distribution.

    Original Description:

    CASE STUDY

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Maruti Udyog Ltd. recognized changing consumer needs and segmented the market. When sales of jeans went down for Levi Strauss & Co., research found their core baby boomer market had aged and their needs changed. By developing new styles like khakis for different segments, Levi Strauss increased and exceeded previous sales. Similarly, Maruti Udyog developed many car models like Maruti 800 and WagonR tailored to different consumer segments and needs. To market successfully, companies must understand diverse consumer segments, position products to meet their needs, and develop targeted strategies, advertising, and distribution.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    97 views2 pages

    Case Study

    Uploaded by

    Mohd Ariz
    Maruti Udyog Ltd. recognized changing consumer needs and segmented the market. When sales of jeans went down for Levi Strauss & Co., research found their core baby boomer market had aged and their needs changed. By developing new styles like khakis for different segments, Levi Strauss increased and exceeded previous sales. Similarly, Maruti Udyog developed many car models like Maruti 800 and WagonR tailored to different consumer segments and needs. To market successfully, companies must understand diverse consumer segments, position products to meet their needs, and develop targeted strategies, advertising, and distribution.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    CASE-1(CASE STUDY OF MARUTIUDYOG LTD.

    - CONSUMER
    BEHAVIOUR)

    The marketeer has to learn about the needs and changing of the consumer behaviour
    and practice the Marketing Concept. Levi Strauss & Co. were selling jeans to mass
    market and did not bother about segmenting the market till their sales went down. The
    study into consumer behaviour showed their greatest market of the baby boomers had
    outgrown and their needs had changed. They therefore came out with Khaki or dockers
    to different segments and comfortable action stocks for the consumers in the 50 age
    group. Thus, by separating the market and targeting various groups and fulfilling their
    needs, they not only made up for the lost sales but far exceeded the previous sales. They
    also targeted the women consumers for jeans and both men and women started wearing
    jeans in greater numbers. The offering given by the company must be enlarged to suit
    various segments.

    For example MarutiUdyog Ltd. has come out with many models. Maruti 800, Maruti
    Van, Zen, Alto, WagonR, Versa, Gypsy, Esteem, Baleno and other models. For
    successful marketing,one should:
    1. Find consumer needs of various segments.
    2. Position products (new and existing) to these segments.
    3. Develop strategies for these segments. Practice greater selectivity in advertising
    and personal selling and creating more selective media and distribution outlets.

    CASE-2 (KFC India - Relishing on Consumer Learning)

    This case study aims to introduce the students/participants to the process of consumer
    learning and to understand its implications on consumption behavior. It studies how
    consumers responded to KFC's differentiated marketing strategies thereby developing
    and retaining brand loyalty. By observing and gauging consumer responses, KFC
    came out with unique menu offerings. KFC began as a road side eatery joint to being
    ranked second amongst the Top 10 Global Food Brands listed in Forbes. Will KFC be
    able to effectively influence consumer decision-making and tickle the Indian palate?
    Having learnt the changes in consumer behavior, can these factors be used to
    influence the buying traits of the consumers in the long run?

    Pedagogical Objectives
     To understand the relationship between how an individual/consumer learns
    and the expected consumer behavior
     To examine the differences between behavioral learning and cognitive
    learning and to analyze the operation of the same in case of KFC India's consumers
     To discuss and debate on the possible consumer learning outcomes and
    conceptualize the same for KFC India

    You might also like