econo - powerpoint
TRANSCRIPT
History: Beginning of GQ Group:
1983 Entrepreneur: Al Hajj Kazi Salemul Hoque
Initial product: ECONO ECONO DX
Location: Magura
Journey to Success: highest revenue during the period of 1991-1997
Company profile
Current scenario:
• GQ Ball Pen Industries Vs. Foreign Ball PenMarket• GQ’s turnover 2000-2004:
Year Turnover (Tk.)
2000 30 crore
2001 27.27 crore
2002 27 crore
2003 25 crore
2004 22 crore
Main Brands
• Cello-GQ Industries LTD.
• GQ Foods Ltd.
• GQ Industries LTD.
• GQ Marketing LTD.
• GQ Properties LTD.
• Maladesh Int. (PVt). LTD.
• Int. Writing Instruments LTD.
4 Ps of Econo
• Product: 12 types of Econo
• Price: Reasonable pricing
• Promotion: Radio and Newspaper ads
• Place:Factory(Jessore)
Sole Depot(Elephant Road)
Distributor(All District)
Retailer / Wholesaler
(All District)Consumer
Profile of the Target MarketDemographic Factor
Gender
52%
48%
female
male
Age19 and under 15%
20-29 55%
30-3913%
40-49 9%
50+8%
Education
6%
4%
20%
51%
19%
Primary
SSC
HSC
Bachelor
Masters
0
10
20
30
40
50
Occupation
Occupation 14 6 12 17 48 3
business
govt. employ
private others student writer
Writing Preference
42%
44%
46%
48%
50%
52%
54%
56%
Yes No
Psychographic Factors
Ink Preferences
60%
16%7% 4% 8% 5%
0%10%20%30%40%50%60%70%
Black
Blue
Red
Green
Turquoise
Others
Self-concept1 2 3 4 5 6 7 8
Rugged 5.22 Delicate
Excitable 4.17 Clam
Dominating 4.24 Submissive
Organized 3.29 Unorganized
Rational 4.19 Emotional
Youthful 4.26 Mature
Formal 4.23 Informal
Contemporary 3.55Non-
contemporary
Colourless 6.22 Colourful
Modest 2.99 Vain
Implications for Consumer Behaviour
Perception:• Exposure
• Attention
– Stimulus factors
– Individual factors
– Situational factors
• Interpretation
– Cognitive Interpretation:
– Affective Interpretation:
LEARNINGRelative Learning Theories
• Classical conditioning• Operant Conditioning• Cognitive
– Iconic rote– Modeling
MEMORY• Short-Term Memory
– Maintenance Rehearsal
• Long-Term Memory– Semantic memory – Episodic Memory– Schematic memory
Figure: Schematic Memory of “Econo” ball pen
ECONO
Economy
School/College Life
Ball pen
Writing Ordinary
Smooth
Love letter
First pen
Success
External Influences towards Econo Ball PenRelevant cultural values• Youth/age• Awareness of Pen
• Tradition/change
Awareness of Econo
48%
2% 3% 2% 1%
39%
5%0%
10%20%30%40%50%60%
TV
C
Ra
dio
Ne
ws
pa
pe
r &
Ma
ga
zin
e
Bill
bo
ard
s
We
bs
ite
Ps
.C
om
mu
nic
ati
on
Oth
ers
Group Influence
– Family
– Friends
Type of influence• Informational influence
Degree of Reference Group Influence
AD strategy
Group Influence
71%
9%
12%
4% 4%
Own
Family
Friends
Teachers
Others
People’s Attitude toward Econo Ball Pen
Measurement of the Cognitive Component Econo
SI Price Smth.nip Grip Leakage Status Style
Sum 167 325 437 363 501 532
Avg. 1.67 3.25 4.37 3.63 5.01 5.32
Ac-Id -1.5 1.42 1.65 1.32 2.23 2.01
I Ac-Id I 1.5 1.42 1.65 1.32 2.23 2.01
W 0.15 0.35 0.2 0.2 0.05 0.05
Wt Diff 0.225 0.497 0.33 0.264 0.1115 0.1005
Total 1.528
Cello Gripper
SI Price Smth.nip Grip Leakage Status Style
Sum 409 272 281 277 329 371
Avg. 4.09 2.72 2.81 2.77 3.29 3.71
Ac-Id 0.92 0.89 0.09 0.46 0.51 0.4
I Ac-Id I 0.92 0.89 0.09 0.46 0.51 0.4
W 0.05 0.3 0.25 0.2 0.1 0.1
Wt Diff 0.046 0.267 0.0225 0.092 0.051 0.04
Total 0.5185
Measurement of Affective Component
Strongly disagree(1)
Disagree (2)
Neutral (3)
Agree (4)
Strongly agree (5)
I like the ink of Econo 2.89
Smoothness of a ball pen is significant to me
3.96
Econo is highly affordable
4.51
Availability of a ball pen is significant to me
3.63
I like the style of Econo
2.66
I like Econo ball pen 2.89
Last Pen Used
24%
15%
11%10%
7%
4%4%3%3%
19%
Cello
Matador
Econo
Reynolds
Montex
Olympic
Parkar
Perfume
Red Leaf
Others
Measurement of Behavioral Component
When I use a pen it is usually..
28%
14%
12%10%
8%
2%2%
24%
Cello
Matador
Econo
Reynolds
Gel Pen
Montex
Read Leaf
Others
Likelihood toward Econo
0%5%
10%15%20%25%30%35%40%
Definitely willbuy
Probably willbuy
Might buy Probably willnot buy
Definitely willnot buy
Changing Cognitive Component• Change Beliefs – traditional value• Add beliefs – status• Shifting Importance – style & price to smoothness
and performance
Changing the Affective component – Classical conditioning– Mere exposure – above the line promotion
Changing behavioral component• Free sampling of new models
Econo’s Congruence with the Emotion, Life Style and the Self Concept
• Eliciting Positive Emotion
• Matching Self Concept
ProductBrandImage
ConsumerSelf-
Concept
Relationship
Between self concept and brand image
BehaviorSeek products and brand that maintain self
concept
SatisfactionPurchase
contributes to desired self-
concept
Is Econo projecting their positive emotion?
People's Involvement with ball pen
12%12%
43%22%
7%
0%0%
0% 10% 20% 30% 40% 50%
Less than 5 years
5-10 years
11-15 years
16-25 years
26-35 years
More than 35 years
Do not use ball pen
Less than 5 years 5-10 years 11-15 years 16-25 years
26-35 years More than 35 years Do not use ball pen
FITTING INTO LIFESTYLE
•Experiencers & fulfilleds
Does Econo fit into their lifestyle?
Motivating customers – Econo vs. Competitors
• The scenario of the market
0%5%
10%15%20%25%30%
mar
ket
shar
e
CelloGQ
MatadorOlympic Merit Others
Brand Name
Current Market Share
• Motives in the case of buying:
Buying Motives
status , 7%
performance, 59%
style, 12%
price, 12%
others, 10%
Drawbacks and Suggested Promotional Strategies
• Old fashioned style and less convenience
• Retailers discouragement
• Legal problems
• The Ineffective Distribution Channel
Downsides in promotion•TV Commercials
•Radio Ads
•Paper Ads
Suggested Strategies
Specialize around limited strengths
Seek ways to overcome weaknesses
Withdraw if indications of sustainable growth are lacking
Suggested Promotional activities:
• Positioning• Trade Allowance• Sponsor• Social welfare activates
Suggested Distribution Strategies
• Product Availability
• Effective Supply Chain – Good networking with retailer
• Action Planning
CONCLUSION
Thank You