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Avellin Corporation Case Study: Consumer Analysis, Evaluation, Strategic Role of Eco7, and Launch Strategy

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Added on  2019-09-20

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This case study analyzes Avellin Corporation's consumer segments, evaluation of their position in the market, strategic role of their new product Eco7, and launch strategy. The study includes a detailed marketing mix analysis and target audience strategy. The target audience for Eco7 is the DIFM market, and the company plans to use a competitive pricing strategy and strong distribution and promotional strategies to reach them.
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AVELLIN CORPORATIONCase Study
Avellin Corporation Case Study: Consumer Analysis, Evaluation, Strategic Role of Eco7, and Launch Strategy_1
Table of Contents1.Consumer Analysis...................................................................................................................22.Evaluation of Avellin’s position...............................................................................................23.Strategic role of Eco7...............................................................................................................34.Strategy to launch eco7............................................................................................................4
Avellin Corporation Case Study: Consumer Analysis, Evaluation, Strategic Role of Eco7, and Launch Strategy_2
1.Consumer Analysisa.Nature of purchaseThe customer segment is mainly segmented into two categories, namely, do it yourself and do it for me. The segments are explained below:Do it yourself: The consumers mainly reside in the suburbs, so they have the knowledge and skills of their vehicles and lubricants, so they compare with DIFM segment, so they manually perform the replacement of lubricant with the vehicles. The seventy percent of the target market is loyal towards the brand, and they are familiar with the brand. The replacement is done by the consumers with the easy to reach merchandisers such as convenience stores, special stores, and others.Do it for me: The consumer segment resides in the big cities and the consumers are older that DIY segment. The consumers are highly educated, upper middle class, so they prefer qualified technician for the lubricant replacement automotive vehicles. So they purchase their vehicles with the advice of professionals. b.BenefitsThe consumers consider the various benefits such as quality, quality, price and others. The quality is the main element because the quality of motor oil directly impacts on the vehicles. The consumers are very sensitive, so they consider the benefits associated with the motor oil (Juster et al., 2015). The consumer's today are eco-conscious, and the product is environment-friendly which helps to attract a large number of consumers.
Avellin Corporation Case Study: Consumer Analysis, Evaluation, Strategic Role of Eco7, and Launch Strategy_3
c.Risk associatedThe various risk associated with the launching of products such as meeting the expectations of consumers, shareholders, and others. The consumers are price sensitive so the price strategy mustbe market price penetration which helps to attract a large number of consumers.2.Evaluation of Avellin’s position Avellin was founded in 1936 in the United States. The company has introduced its petroleum division in the year 1995. The company operates with the ten lubricants and plants of packaging in the United States. The company generates its profits nearly sixty-five percent from the passenger car motor oil. Avellin is ranked third in the market of automotive lubricants in PCMO industry, and two major competitors are Moto line and Baud. The market share of the company is 11%. Consumer perception: The company excels at the segments of DIFM of price sensitive which isseventeen percent of the of DIFM price-focused consumers, but it receives the least position in the DIFM segment which is sensitive to the quality. It shows that the consumer perception towards the product is that they are easily affordable, but the quality of the product is lost due to which the company lose its market share over the time. The consumers who are price sensitive are only purchased their products due to a low price of the product as compared to other companies.Distribution strategy: The Company is having successful distribution strategy in the segment ofDIFM because the company gives priority to the distribution of products and services. However, the promotional strategy in the DIY segment must be done in order to promote the product and services because it is another reason of market share loss over the time.
Avellin Corporation Case Study: Consumer Analysis, Evaluation, Strategic Role of Eco7, and Launch Strategy_4

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