Vora and Company faced several problems including lack of market research, an experienced competitor, poor communication with agents, uncommitted agents in South India, and issues with product packaging, pricing, and advertising. As a consultant, I would analyze the market environment and consumer behavior. I would also examine the competitor and recommend improving quality, advertising, price, and packaging. It would be important to directly communicate with agents to increase effectiveness and appoint experienced agents in South India. The packaging, pricing, and advertising also need to be improved. Specifically, the packaging design should be changed, price increased along with commission rates, and advertising conducted through radio and newspapers.

1. Vora andCompany
A detailed case study & analysis

2. Problems of
theCase
1.What are the major problems faced byVora And
Company?
2.If you are appointed as a consultant by Mr.Vora, how
would you proceed?What kind of analysis would you
do?What inferences would you try to draw from your
analysis? How would you use your analysis and
inferences to come out with a plan of
recommendation?

3. Major
Problems
faced byVora
andCompany?
1.There was no proper research done before entering the business
in 1959.
2.Vora and Co. had a competitor called Ganesh Mills which
manufactured Quick cooking white oats.
3.There was no proper communication between Vora & Co. and the
Selling agents.
4.Inspite of high demand in South India for Oats, the sales
decreased because of unexperienced agents.
5.There was a problem with product packaging, Pricing and
Advertising.

4. 1. Market
Research
Vora & Co. would proceed further by doing detailed market
research on Consumer Behaviour, Buying preferences, Marketing
Environment.

5. 2.Competitor
(Ganesh Mills)
Vora & Co. have to compete with external environment in order to
capture the market share, by increasing the product quality,
advertising, changing the price and packaging.

6. 3.
Communication
Gap
Vora & Co. will be communicating personally by organizing
meeting with agents of North & South India. Rather than only
communicating by mails.
This would increase the effectiveness of the agents towards
selling.

7. 4.
Commitment
by agents
The agents in South India are not committed towards the sales,
which resulted in decrease in the sales though the demand was
high.
Vora & Co. will be appointing experienced agents for the entire
distribution in South India to push the sales.

8. 5. Product
Packaging
Vora & Co. will be changing the product packaging, which is now
similar to that of competitor’s product.
The picture of a young smiling girl will be replaced by a housewife,
as this product is appealing to housewives.
The color scheme will be changed from Green and red to Blue and
cream.
The brand name “Blossom” will be printed on the front side of the
tin.
The tagline “Quick CookingWhite Oats” will be highlighted.

9. 6. Pricing
AsVora & Co. is appointing an experienced SellingAgent in South
IndiaVora & Co. is increasing the commission to 11% from 10%.
This increased the rate of the product to Rs. 88 and profit by
Rs. 1.72.

10. 6. Pricing
Cost per case Revised rate (Rs.) Old Rate(Rs.)
Material 24.12 24.12
Packaging 21.6 21.6
Other packing material 4 4
Direct Labour 5.4 5.4
Railway freight 4.8 4.8
Total Cost per case 59.92 59.92
500 cases per month (Direct) 29960 29960
Overheads per month (Indirect) 1015 1015
Total Cost per month 30975 30975
Sales (88*500 cases), (85*500 cases) 44000.00 42500.00
Commission &Trade Discount
(21 %,20%) 9240.00 8500.00
Sales less commssion 34760.00 34000.00
Profit for 500 Cases 3785.00 3025.00
Profit for 1 case 7.57 6.05

11. 7.Advertising
As Vora & Co. have improved the product to make customers
aware, Vora & Co. will be advertising the product in radio,
newspaper etc.
Vora & Co. will be decreasing the marketing myopia and will be
concentrating more on customer demand and customer
feedback.

12. Conclusion
As Vora & Co. have improved the product to make customers
aware, Vora & Co. will be advertising the product in radio,
newspaper etc.
Vora & Co. would proceed further by doing detailed market
research on Consumer Behaviour, Buying preferences, Marketing
Environment.
This increased the rate of the product to Rs. 88 and profit by
Rs. 1.72.

13. THANKYOU
