CASE 15 Neha Jadhav          4 Juhi Karande          6 Suraj Gor            27 Pradeep Kamath      36 Shivpratap Thak...
Introduction Company- ATAT is a petroleum company for motor vehicles New product- ATAT Graphite Problem faced- Color of...
Advantages of Graphite Increases fuel efficiency Reduces friction in mechanical devices Ability to reduce wear & tear t...
Cause of problem Color Perception of people Price
Course of action Full size cut away engines Three dimension props Animated color film Called a press conference
Launch of product The conference was headed by companies research    head.   Divided into two regional areas.   A press...
Weaknesses      Strengths                                   MarketingResearch & Development                               ...
What went wrong They should have used professionals in conference Appointed more PR people Wrong target audience In 19...
Suggested Course Of Act Improve the coloring of the product. Advertising in newspaper. Promotion in garage’s. Add on c...
Case 15
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Case 15

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Perspective Managment Case ATAT company By Shashank Karkera (SIBM)

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Case 15

  1. 1. CASE 15 Neha Jadhav 4 Juhi Karande 6 Suraj Gor 27 Pradeep Kamath 36 Shivpratap Thakur 53 Kaushal Tiwari 54 Shashank Karkera 56 Priyanka Gaikwad 60
  2. 2. Introduction Company- ATAT is a petroleum company for motor vehicles New product- ATAT Graphite Problem faced- Color of oil & price Used strategies to change perception of people
  3. 3. Advantages of Graphite Increases fuel efficiency Reduces friction in mechanical devices Ability to reduce wear & tear than normal oil
  4. 4. Cause of problem Color Perception of people Price
  5. 5. Course of action Full size cut away engines Three dimension props Animated color film Called a press conference
  6. 6. Launch of product The conference was headed by companies research head. Divided into two regional areas. A press kit was given to media people. Kit contained 2 ounce Plexiglas Vilas. The first two conference were held 90 mins apart in Mumbai & Chennai.
  7. 7. Weaknesses Strengths MarketingResearch & Development Lack Of Planning ATAT Opportunities Threats Huge Market Backfire
  8. 8. What went wrong They should have used professionals in conference Appointed more PR people Wrong target audience In 1977 people didn’t have access to television
  9. 9. Suggested Course Of Act Improve the coloring of the product. Advertising in newspaper. Promotion in garage’s. Add on commission to garage mechanics. Free sample to increase acceptability. Tie up with truck manufacturing companies. Advertising in popular Dhabas and Motor showrooms.

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