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Class mass


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neptune sea food, mas marketing

neptune sea food, mas marketing

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  • 1. Samarjit Jena Debasish Swain Ashutosh Satapathy Soumyajit LenkaRabindra Kumar Sahu
  • 2. Agenda Class marketing vs Mass marketing Background Major issues Alternatives to problems Effects of alternatives Probable solutions
  • 3. Class Marketing vs Mass Marketing• Mass marketing is a marketing coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one product.• Class marketing is a process of dividing market into various segments and selling the product according to the need of customer.
  • 4. Background Neptune Gourmet Seafood company is the third largest seafood producer of North America. Its having a net worth of $820 million. One of its major products is Neptune’s Gold line of seafood products. Manufactured in two sophisticated plants near Cedar Key, Florida and Norfolk, Virginia.
  • 5. Major issues Excess of inventory. Selling declining. Improper marketing strategy for selling off inventory. Producing high quality products having 25-30% higher price. 10% decrease in revenue due to sharp competition in market compared to last year.
  • 6. Alternatives to problems Either 40-50% price reduction or 10% price reduction. Selling off the inventory with a new brand name  at low price  to a bigger market Should sale some old ships and start launching ready to eat fish Have to look for some wholesaler for selling their excess inventory.
  • 7. Effects of alternatives 40-50% price reduction will sink the reputation of the company 10% reduction in price will not solve the problem of excess inventory Introduction of a new brand name can take the place of previous one With a new brand, on one hand they are trying to keep the two brands separate and on the other hand they were migrating customers from low end brand to a high end brand
  • 8. Probable solutions First we need to check whether it is long term or short term problem. If long term, then They have to come up with a new brand. Have to expand their market in some isolated places. Have to sell their excess inventory to wholesallers at a lower price. If it is short term, then Have to identify a market which is isolated from their product. Have to sell their inventory to a producer with profit without involving their brand image.