Deccan Sales & Services Private Limited: How to Compete with a Bigger Brand?

Code : MM0081

Year :
2020

Industry :Industrial Goods & Machinery

Region : Asia

Teaching Note:Available

Structured Assignment :Not Available

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Abstract: Deccan Sales & Services Private Limited (Deccan), an authorized dealer of various known brands such as Cummins India, Voltas, Bosch, L&T, Wipro, Fleet-Guard, and Mahindra Construction Equipment (Mahindra) in Madhya Pradesh, wanted to increase the market share of Mahindra’s Earth-Master Backhoe Loader. Anil Chitranshi (Anil), Marketing & Sales Manager in the Mahindra segment at Deccan, was responsible for increasing the market share of the backhoe loader and set a target of achieving 10% of the total market share every year from 2015-2019. The company took various promotional initiatives to achieve the expected market share but it could not achieve it till the year 2019.

To identify the reason behind the company’s failure, Anil hired Nadeem Patel (a market Research intern) for three months. Patel conducted customer behavior research on customers of JCB (the current market leader) to identify the parameters which drove their brand selection decision. He also considered the two major attributes namely, Price and Mileage, of the Mahindra Earth Master backhoe loader in the study to understand their importance in the minds of JCB backhoe loader customers. After the completion of the study, the JCB backhoe loader was found to be strong on every parameter considered by customers for selecting a brand.

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Pedagogical Objectives:

  • To understand the application of consumer market research in organizations.
  • To understand the contribution of marketing research in the decision-making process of an organization.
  • To understand the brand selection parameters that influence customers’ purchase decisions.
  • To study the concept of Consumer Behavior for an Industrial product.
  • To understand the importance of Branding in an Industrial product.


    Keywords : Market Research; Consumer Research; Consumer Behavior; Sales and Promotion; Branding; Consumer Market Research; Decision-making; Brand Selection; Purchase Decision; Marketing Strategy; Marketing Management; Market Share; Research Methodology; Statistical Tools; Market Research Process

    Contents :
    » INTRODUCTION
    » A NOTE ON HEAVY CONSTRUCTION EQUIPMENT INDUSTRY
    » ABOUT DECCAN
    » TAKING ON THE LEADER
    » MARKET RESEARCH
    » THE FINDINGS
    »PATEL’S RECOMMENDATION
    »ROAD AHEAD


    Case Introduction >>


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