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Case-Study On Martin Incorp.

Martin Incorp. was a cosmetics and perfume company that was not following the marketing concept and was only focused on production rather than customer preferences. Mr. Ashish was hired as a marketing graduate and advised modernizing products and investing in new packaging. However, even after six months there was not a proportional increase in sales. The assistant and product managers felt important factors concerning consumer behavior were neglected.

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Mr. M. Sandeep Kumar
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233 views

Case-Study On Martin Incorp.

Martin Incorp. was a cosmetics and perfume company that was not following the marketing concept and was only focused on production rather than customer preferences. Mr. Ashish was hired as a marketing graduate and advised modernizing products and investing in new packaging. However, even after six months there was not a proportional increase in sales. The assistant and product managers felt important factors concerning consumer behavior were neglected.

Uploaded by

Mr. M. Sandeep Kumar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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The Case of Martin Incorp.

Martin Incorp. was a company carrying on business in cosmetics and perfumes.


They were not following the marketing concept and were catering to a target
market which was using their products. In other words, they are only
concentrated on what they would make and did not bother about changes in
preferences f their market.

They were lated joined by Mr. Ashish, a marketing graduate who advised the
company regarding the changing consumer preferences and the changes that
were necessary to be incorporated in the product. He emphasized upon the
income factors and social factors only. He modernized the products to a great
extend and invested about 30 lakhs on new packing etc. Even after six months of
these changes, the company did not seem to have a proportionate increase in
sales.

The assistant manager and the product manager were not very happy with the
changes, and thought that although an effort has been made in the right
direction, some important factors concerning consumer behavior has been
neglected.

Questions:

1. Do you agree with the assistant and product managers? Why?


2. What other factors, if any, could have been considered? Elaborate in detail.

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