What attributes should fire Angel ltd take into consideration in repositioning the company to appeal to home safety buyers?    Describe any five major characteristics of holistic marketing philosophy? What is the impetus behind this philosophy?   Discuss with examples of the any two types of purchasing decision that fire angels may face in its market?

Section A: Fire Angel Ltd.

Based in the Midlands, Lusaka, Angel Safe plc designs, manufactures, sources and

distributes an extensive range of home safety products. The subsidiary company, Fire

Angel Ltd., which employs 15 people and makes a range of household fire alarms, has

established a strong Zambian retail presence. Annual sales are ZMW 55 million, but the

company has recently experienced a dip in volumes as a result of retailers reducing

inventories from six to eight weeks’ worth of stock to one or two weeks. According to

Managing Director, Kabeshi Mumba, “Clearly we are not immune to the current economic

climate; however, in less certain times people want to protect what they have a little more.

We are not the biggest supplier in the industry, but we are finding that retail sales of our

products are holding up reasonably well as homeowners look to protect their properties

and social landlords comply with fire safety regulations.” Fire Angel Ltd. continues to

develop innovative solutions and is planning to launch a brand new WiAngel alarm system

which combines a flashing strobe and vibrating pillow pad alarm system. The system aims

to provide a complete and cost-effective (prices start at under ZMW 500) solution to the

hearing impaired. Presently over 9 million people in the Zambia exhibit some degree of

hearing loss. In the Zambia, sales of household smoke alarms have until recently enjoyed

strong growth because of high levels of media attention. Volumes are expected to

stabilize over the next few years.

Answer both questions

Q2

What attributes should fire Angel ltd take into consideration in repositioning the

company to appeal to home safety buyers?

 Describe any five major characteristics of holistic marketing philosophy? What is

the impetus behind this philosophy?

Discuss with examples of the any two types of purchasing decision that fire angels

may face in its market?

 How can angel fire increase customer involvements in the purchase decision?