StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Morepan Positioning Strategy - Essay Example

Cite this document
Summary
According to the paper a firm must be able to provide value to its customers in terms of customer surplus, i.e, what the customer is willing to pay for a product but does not need to pay because the Company is able to achieve a cost advantage in its production…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER91.3% of users find it useful
Morepan Positioning Strategy
Read Text Preview

Extract of sample "Morepan Positioning Strategy"

 In order to sustain a competitive advantage in the marketplace, a firm must be able to provide value to its customers in terms of customer surplus, i.e, what the customer is willing to pay for a product but does not need to pay because the Company is able to achieve a cost advantage in its production.(Positioning Strategy). As a result, economic value is created for the customer, which provides the Company’s products a competitive advantage as compared to similar products offered by other Companies.

In the case of Morepan, it may be noted that the new policy adopted by Sushil Suri has focused upon creating economic value and customer surplus for the customer, through entering into strategic arrangements to maximize its ability to supply products as lower costs to customers. This may be noted in the case of pharmaceutical ingredient loratadine, which was due to go off patent. By entering into the distribution agreement with Geneva Pharma to be the sole supplier, the Company was able to provide a cost advantage to its customers.

Moreover, in the case of bulk drugs, the Company has moved into high margin drug products where the multi -production processes are long and complex; however by developing the necessary technical capabilities to tackle such processes in a cost effective manner utilizing low labor costs in India and supplying to international markets, Morepan has been able to create economic value for its customers. Similarly, Morepan has also positioned itself not merely as a bulk drug company in the Indian market, but has consolidated its position and created customer value by also entering into the Fast Moving Health Goods category.

By hosting an entirely new range of products which could be directly marketed to the customers rather than having to reply upon physician prescriptions, the Company was able to gain direct access to the end customer unlike other drug companies. It developed a range of health products such as Lifelyte which was an electrolytic rehydrate, Y Sugar which was a sweetener, Dab fizz an antacid, and similar products which could directly be targeted at the end customer and marketed vigorously through effective sales and advertising techniques.

In this way, the Company ha uniquely positioned itself in the market for health food products. Recently the Company has further expanded its reach into the retail sector in the health care market, through the creation of the Lifespring chain of health and beauty stores, with aggressive plans to expand into various cities in India and generate higher revenues in 2007. Morepan’s original served market has been the bulk drug sector, however this market has its own constituent segments, each with its own value creation profile.

By expanding into a wider range of products, the Company is able to extend the scope of customer surplus value into other segments and thereby arrive at higher profits and create a unique position for itself as compared to its other competitors. From the bulk drug sector, it has expanded into relative sectors, such as the health food sector and the retail sector. As a result, it has positioned itself to provide higher surplus value to the customer and therefore creating economic value. It allows Morepan to successfully compete with its rivals by allowing it sufficient scope to continue to enjoy a competitive advantage in terms of price and customer value, even if some rise in prices ensures.

References:* Positioning Strategy.

Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Morepan Positioning Strategy Essay Example | Topics and Well Written Essays - 500 words - 1”, n.d.)
Morepan Positioning Strategy Essay Example | Topics and Well Written Essays - 500 words - 1. Retrieved from https://studentshare.org/marketing/1542603-case-study
(Morepan Positioning Strategy Essay Example | Topics and Well Written Essays - 500 Words - 1)
Morepan Positioning Strategy Essay Example | Topics and Well Written Essays - 500 Words - 1. https://studentshare.org/marketing/1542603-case-study.
“Morepan Positioning Strategy Essay Example | Topics and Well Written Essays - 500 Words - 1”, n.d. https://studentshare.org/marketing/1542603-case-study.
  • Cited: 0 times

CHECK THESE SAMPLES OF Morepan Positioning Strategy

Samsung Electronics Marketing Strategy

Marketing strategy INTRODUCTION Samsung Electronics, a subsidiary of Korean multinational company named Samsung Group, which is currently operating as a leading brand in the global consumer electronics industry was found in 1969 (SAMSUNG, “Samsung's Beginnings”).... MARKETING strategy OF SAMSUNG BREATHALYZER Target Customer/Segments.... Considering the recently on-going brand conflicts affecting Samsung's brand positioning in the global market to a large extent, as a trusted brand, Samsung should not go for aggressive promotional strategy to promote its breathalyzer (Reuters, “Samsung's aggressive advertising rarely achieves desired effect”)....
4 Pages (1000 words) Research Paper

Wedgwood - Cultural Differences in the United Kingdom, Japan, and the United States of America

nbsp; A key issue for the Wedgwood company is the positioning strategy for the products; whether it should sustain the luxury image line or give in to modern design trends in order to broaden its target markets.... This paper critically analyzes the influence of cultural environmental changes on Wedgwood's international marketing strategy in the UK, Japan, and the USA.... These factors determine local branding and positioning and should guide Wedgwood in developing local marketing and communications strategies....
11 Pages (2750 words) Case Study

The Interpretation of Marketing Strategy on the Rise of Wong Lo Kat

The project gives a study on the process of development of Wong Lo Kat which has been impacted a lot by its precise market orientation and new brand marketing strategy, including analyzing how to fulfill the accurate market orientation etc.... hellip; The project firstly introduced relevant literature from research, which provided a theoretical understanding of the development of strategy, the decision making of marketing strategy and the market study....
43 Pages (10750 words) Essay

International Business Strategy

With established financing backup, highly advanced R&D technologies and designs, and a well-defined business strategy, it can breach any market that it wanted to in the world and compete with global giants.... In China, it has adopted the similar strategy to Brazil and India, with the added strategy of using around 98 per cent of local manpower to both secure its resources as well as appeal to their loyalty....
4 Pages (1000 words) Essay

Product Reassessment

The following are three components for an effective and efficient repositioning of Blu Ray Disk into Korean market; there must be product positioning, market positioning and brand positioning.... Product positioning focus on making Blu Ray disk unique from other disk available in Korean market (Clancy, Krieg & Wolf, 2005).... On the other hand, Market positioning may help in identification of marketing strategies, whereby; the position of available and impending competitors may be evaluated....
4 Pages (1000 words) Essay

Patagonia - Destination Marketing Strategy

This assignment is based on two important elements one is destination marketing of Patagonia and the other is the positioning strategy for promoting the place as an attractive destination place for the tourists. There was two potential target market discussed in the first… In this paper only one target market will be considered that is the hard adventure market....
14 Pages (3500 words) Essay

International Business: Motorola's Strategic Positioning

They did have a slight backslide in 2004 due to a wrong strategy but have since recovered and committed to the industry through technological advancements.... This paper "International Business: Motorola's Strategic positioning" presents Motorola that were the pioneers in the cell phone handset industry and even today despite competition from all over the world, they rank the third in terms of a number of sales of handsets....
8 Pages (2000 words) Case Study

Airline Industry

It also gives an analysis of the pricing strategy of each brand.... This case study "Airline Industry" analyzes the positioning of the airline services, the differentiation of Southwest Airlines, American Airlines, and Korean Airlines, and the offerings to their customers.... Their positioning statement is to “provide the customer service of the highest quality delivered with a sense of friendliness, warmth and company pride” (Southwest Airlines, 2009)....
8 Pages (2000 words) Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us