Q2: Radiant Technologies is a known name among home electrical appliances in India. With franchises all over the country, the company enjoys a market share of 30% in home electrical appliances. After several years of research and planning, the brand recently introduced new features into its products -- from appliances that are custom-made for domestic use, to smartphone-linked and AI-supported appliances. Prior to introducing the advanced features in appliances, Radiant had hired leading market consultancies to do research and had acted on their recommendations on implementing the new changes. However, for the last one year, the sales of its leading products have plummeted unreasonably. Even after factoring in market slowdown due to the COVID 19 pandemic, the company has struggled to explain these low sales figures. The company wants to know the reasons for the drop in sales, and is looking for recommendation from experienced market researchers to weather the situation. Assume that the company has hired you to throw some light on the situation with the help of qualitative data. From among the twelve focal guidelines for managerially focused marketing analysis explained by Russell Belk et al., identify three to four areas that can help explain the drop in sales of the leading products of the brand. You are free to choose the 'leading' products (from washing machine, water heater, to induction cooker), depending upon how well they can help you in your analysis. Provide suggestions to the management based on your research insights in these areas.

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Transcribed Image Text:Q2: Radiant Technologies is a known name among home electrical appliances in India. With franchises all over the country, the company enjoys a market share of 30% in home electrical appliances. After several years of research and planning, the brand recently introduced new features into its products -- from appliances that are custom-made for domestic use, to smartphone-linked and AI-supported appliances. Prior to introducing the advanced features in appliances, Radiant had hired leading market consultancies to do research and had acted on their recommendations on implementing the new changes. However, for the last one year, the sales of its leading products have plummeted unreasonably. Even after factoring in market slowdown due to the COVID 19 pandemic, the company has struggled to explain these low sales figures. The company wants to know the reasons for the drop in sales, and is looking for recommendation from experienced market researchers to weather the situation. Assume that the company has hired you to throw some light on the situation with the help of qualitative data. From among the twelve focal guidelines for managerially focused marketing analysis explained by Russell Belk et al., identify three to four areas that can help explain the drop in sales of the leading products of the brand. You are free to choose the 'leading' products (from washing machine, water heater, to induction cooker), depending upon how well they can help you in your analysis. Provide suggestions to the management based on your research insights in these areas.

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