Chipman

GROUP ASSIGNMENT 1 Chipman-Union, Inc. Odor-Eaters Socks A report submitted to Prof. Srabanti Mukhejee in fond(p) fulfil handst of the requirements for the course Marketing II by Group 2 (Section E) Ankit Agrawal 2011PGP550 Debarupa Saha 2011PGP611 Sudhir Kumar s 2011PGP901 Bhangle Ninad Rajesh 2011PGP588 Komte Subodh Janku 2011PGP693 Satish Pandian s 2011PGP854 Kriti Sethi 2011PGP698 Indian INSTITUTE OF MANAGEMENT INDORE side overview Chipman- Union, betrayed in 1972 in the starting line fabricate mens and boys occasional(a) and athletic screws, which were sold to the sell/ distribution channels un suckered as private tick off merchandise. However, the margins it got were just 15%, sooner an less than the desired margins. on that point were only two companies which fabricate branded socks and except those companies, altogether others had margins of 20% or below. These factors make it lucrative for Chipman-Union to create a national branded sock. A nationally branded sock would ensure higher margins and positivity for the company. However, the major barrier to creating a branded product was the bare(a) scope for product specialty in the market.

To overcome this problem, Chipman-Union obstinate to go with an odor-eater socks and also engage a management consultant firm, GFM to advise on the discordant alternatives and the marketing program. The results of consumer research showed that consumers were semiautomatic to pay more for the odor-eating typical of the socks. Thus, the market potential of odor-eating socks was prime to be huge. GFM advised Chipman to land into a licensing agreement with Combe, Inc for ontogenesis its brand name Odor-Eaters for its mens sock nurture animal and also suggested discordant advertising and marketing promotional strategies for the product. roughly of the communication strategies include primarily targeting the female heads of households, creating brand sensation through television advertising and spreading teaching or so the product...If you inadequacy to get a to the full essay, order it on our website: Ordercustompaper.com

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