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
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
Advantages of Graphite Increases fuel efficiency Reduces friction in mechanical devices Ability to reduce wear & tear than normal oil
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 kit was given to media people. Kit contained 2 ounce Plexiglas Vilas. The first two conference were held 90 mins apart in Mumbai & Chennai.
Weaknesses Strengths MarketingResearch & Development Lack Of Planning ATAT Opportunities Threats Huge Market Backfire
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
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.