Mr. Bekele took his MBA Degree from Leadstar College of Management and Leadership, specializing in marketing. He was then appointed as a Marketing Director of a newly established company in the southern region, manufacturing fans, pressure cookers, air-conditioners, etc. These products are operated with the help of solar energy - a substitute for electricity.

The company adopted this new technology for the benefit of consumers. The production commenced recently.

The Board of Directors entrusted all the responsibilities - formulation and implementation of marketing policies and programs - to Mr. Bekele. He prepared a preliminary plan in respect of the long-term marketing policies of the company which mainly emphasized the following aspects:

Efficient after-sales service should be initiated.

Intensive market research program should be instituted.

Efficient methods of sales promotion and advertising should be adopted.

Intensive training program for the sales force should be organized.

Consumer-oriented pricing policies should be adopted.

Efficient sales organization on the basis of product lines should be set up.

QUESTION

Decide your "own" approach of presentation in the context of the above projections and write down an elaborated plan - supported with a full justification and supporting examples, for submission at the Board of Directors meeting.

Case Two

'Fit-Kit' is the brand name of popular whole-body exerciser equipment. It is meant to be used by individuals at home. Its utility is proven and its business belongs to high-income segment. Growth in its sales had been steady and adequate for the manufacturer. The equipment was sold through all the major sports shops in urban localities. Over the last two years, however, a large number of health-conscious people are registering with the rapidly mushrooming health clubs. This has adversely affected the 'Fit-Kit' sales. A recent survey conducted by 'Fit-Kit' showed:

Individuals often experienced low/no motivation to exercise alone. They preferred company.

An instructor's guidance while exercising was felt to be important.

A range of services/facilities like diet-consultancy and weight-loss guidance were considered as additional advantages of a health-club membership.

QUESTION

As a Marketing Manager of Fit-Kit, suggest a reoriented strategy with full justification of the concerned marketing communication tools and media, including Public Relations, for restoring the continued confidence and purposive utilization of the product.