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Hi there can you please help me with this question!

CASE STUDY

How to succeed in the PVC window market

This case study is based on real events which occurred in 2010. It describes the launch by MPO Fentres of new windows, characterised by improved thermal performance, achieved using triple glazing. This company is based in the French region of Orne. It has 200 employees and realised a turnover of over 35 million in 2010. It has positioned itself as an innovative company, always seeking to apply the latest technical developments. In the current economic crisis, customers are more careful with their money and think more carefully about potential purchases. In recent years, it has been shown that consumers purchasing behaviour has evolved, and that criteria such as sustainable development and environmental protection are now among the factors that may influence purchasing decisions.

In this sense, an ecological consciousness has emerged. Not only the Grenelle de lenvironnement (a French forum for the discussion of issues relating to sustainable development) and government standards, but also tax credits associated with the purchase of certain goods, have affected the housing industry and therefore also window manufacturers. Rebuilding and renovation are also subject to these factors. In this context, the launch of windows made of PVC, with their high thermal performance and technical and competitive advantages, was important for this SME. It was the company managers responsibility to launch and market these products successfully.

QUESTION

Given the stiff competition in the windows market in the Gauteng Province due to a myriad of small and large players, MPO Fentres should begin an effective promotional effort. Explain how MPO Fentres can use the following marketing communication mix elements to promote its windows:

i. Advertising

ii. Public relations

iii. Personal selling

iv. Sales promotion