balaka blade (bangladesh)

Case Study of Samah Razor Blade

IndustriesPresenting by:

SalmanID: 2015210001045

AshaID: 2015210001029

RafiID: 2015210001047

BarshaID: 2015210001036

Course Code: MKT-5135

Course Teacher:Prof. Dr. Mohammad Salek

About ‘Samah Razor Blade Industries’

Established in 1966

First razor blade “Balaka” manufacturer

Monopolistic manufacturer until 1976

Cheaper than imported razor blades

Users from lower class & lower middle class

Introduced “Balaka Super” in 1985

Aims & Effects of ‘Balaka Super’

Improving quality a bitIncreasing price than

BalakaTargeting upper middle

class usersDiscontinuing sales of

BalakaDramatically failing market

Reasons for the failure of the B/S’s introduction

1• Higher price than

Balaka

2• Change of target

customer

3 • Product name selection

4• Low ranged market

survey

5 • Wrong market idea

6 • Stronger competitors

Recommendations for marketing B/S

Not banning Balaka out from market

Not neglecting lower class users

Selecting a different name

Analyzing competitor’s prices

Surveying in the rural areas

Not underestimating competitors

Recommendations for reintroduction of BalakaRenami

ng product

Analyzing

market

Lowering price

Attractive Advertise

ment

Thanks to everyone…