Neptune Gourmet Seafood company is facing issues of excess inventory and declining sales. Their high-quality products are priced 25-30% higher than competitors. Revenues have decreased 10% due to sharp competition. Alternatives discussed are price reductions or launching a new brand at lower prices to sell excess inventory. Large price cuts could damage the company's reputation. A new brand could take over from the previous brand but risks confusing customers. The document recommends checking if the problem is long or short term and pursuing solutions like expanding markets, selling excess inventory at lower prices to wholesalers, or selling to other producers without involving the core brand.

1. Samarjit Jena
Debasish Swain
Ashutosh Satapathy
Soumyajit Lenka
Rabindra 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.