Harvard Case - Pahalwan's: Need for a New Marketing Strategy
"Pahalwan's: Need for a New Marketing Strategy" Harvard business case study is written by Jyoti Sharma, Subhadip Roy. It deals with the challenges in the field of Entrepreneurship. The case study is 7 page(s) long and it was first published on : Oct 1, 2014
At Fern Fort University, we recommend Pahalwan's implement a multi-pronged marketing strategy focused on leveraging digital platforms, expanding distribution channels, and building brand awareness through strategic partnerships and community engagement. This strategy aims to increase market share, drive sales, and establish Pahalwan's as a leading brand in the Indian snack food market.
2. Background
Pahalwan?s, a family-owned business, has been a successful player in the Indian snack food market for over 50 years. Their traditional, high-quality products, particularly their popular ?Pahalwan?s Mixture,? have earned them a loyal customer base. However, the company faces increasing competition from modern, branded snack food companies utilizing innovative marketing strategies and wider distribution networks. Pahalwan?s needs to adapt to the changing market dynamics to maintain its market share and ensure long-term growth.
The main protagonists of the case study are:
- Mr. Pahalwan: The founder and owner of Pahalwan?s, who is hesitant to embrace modern marketing strategies, preferring traditional methods.
- Mr. Pahalwan?s son: A young and ambitious individual who recognizes the need for change and is eager to implement new marketing strategies.
3. Analysis of the Case Study
The case study highlights several key challenges facing Pahalwan?s:
- Limited Brand Awareness: Pahalwan?s enjoys strong local recognition but lacks national brand awareness, hindering its ability to compete with larger, more established brands.
- Traditional Marketing Approach: The company relies heavily on word-of-mouth and local advertising, which is insufficient in today?s competitive market.
- Limited Distribution Channels: Pahalwan?s products are primarily available in local grocery stores and through a limited network of distributors.
- Lack of Digital Presence: The company has no online presence, missing out on the vast potential of e-commerce and digital marketing.
- Resistance to Change: Mr. Pahalwan?s reluctance to embrace new marketing strategies poses a significant obstacle to the company?s growth.
Applying the SWOT framework:
- Strengths: Strong brand reputation, high-quality products, loyal customer base, and established manufacturing processes.
- Weaknesses: Limited brand awareness, traditional marketing approach, limited distribution channels, lack of digital presence, and resistance to change.
- Opportunities: Expanding distribution channels, leveraging digital marketing, building brand awareness through strategic partnerships, and tapping into the growing e-commerce market.
- Threats: Increasing competition from modern snack food companies, changing consumer preferences, and potential economic downturns.
4. Recommendations
To address the challenges and capitalize on the opportunities, Pahalwan?s should implement the following recommendations:
1. Develop a Comprehensive Digital Marketing Strategy:
- Establish a strong online presence: Create a website and social media accounts to showcase products, engage with customers, and build brand awareness.
- Utilize digital advertising platforms: Leverage platforms like Google Ads and Facebook Ads to target specific demographics and drive traffic to the website and social media pages.
- Develop engaging content: Create high-quality videos, blog posts, and social media content highlighting the unique selling propositions of Pahalwan?s products.
- Partner with food bloggers and influencers: Collaborate with relevant influencers to reach a wider audience and generate buzz around Pahalwan?s products.
2. Expand Distribution Channels:
- Partner with larger distributors: Negotiate partnerships with national distributors to expand reach and gain access to new markets.
- Explore e-commerce platforms: List products on popular online marketplaces like Amazon and Flipkart to reach a wider customer base.
- Develop a direct-to-consumer model: Consider establishing an online store to sell products directly to consumers and build a stronger relationship with them.
3. Build Brand Awareness through Strategic Partnerships:
- Collaborate with local events and festivals: Sponsor local events and festivals to increase brand visibility and engage with potential customers.
- Partner with complementary businesses: Collaborate with food retailers, restaurants, and other businesses to cross-promote products and reach new audiences.
- Develop co-branded products: Explore opportunities to collaborate with other brands to create unique, limited-edition products that generate excitement and drive sales.
4. Engage with the Community:
- Participate in community initiatives: Sponsor local sports teams, support charitable causes, and engage in community outreach programs to build goodwill and strengthen brand loyalty.
- Host product sampling events: Organize events where customers can sample Pahalwan?s products and learn more about the brand.
- Create a loyalty program: Develop a customer loyalty program to reward repeat customers and encourage continued engagement.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations align with Pahalwan?s core competencies of producing high-quality, traditional snacks, while also embracing modern marketing strategies to reach a wider audience.
- External customers and internal clients: The recommendations cater to the needs of both existing and potential customers, while also addressing the concerns of Mr. Pahalwan and his son.
- Competitors: The recommendations aim to differentiate Pahalwan?s from its competitors by leveraging digital platforms, expanding distribution channels, and building stronger brand awareness.
- Attractiveness ? quantitative measures if applicable: The recommendations are expected to increase sales, market share, and profitability, though a detailed financial analysis is required to quantify the expected return on investment.
- Assumptions: The recommendations assume that Pahalwan?s is willing to invest in digital marketing, expand its distribution network, and embrace new marketing strategies.
6. Conclusion
By implementing a comprehensive marketing strategy that leverages digital platforms, expands distribution channels, and builds brand awareness through strategic partnerships and community engagement, Pahalwan?s can effectively compete in the evolving Indian snack food market. This strategy will help the company increase market share, drive sales, and establish itself as a leading brand in the industry.
7. Discussion
Other alternatives not selected include:
- Focusing solely on traditional marketing: This approach would be insufficient to compete with modern brands and would likely lead to a decline in market share.
- Adopting a purely digital marketing strategy: While digital marketing is crucial, relying solely on online platforms may not be effective in reaching all target customers, particularly those who are not digitally active.
- Merging with a larger company: While this could provide access to resources and expertise, it might compromise Pahalwan?s brand identity and control over its operations.
Risks and Key Assumptions:
- Investment costs: Implementing the recommended marketing strategy will require significant investment in digital platforms, distribution networks, and marketing campaigns.
- Change management: Overcoming Mr. Pahalwan?s resistance to change will be crucial for successful implementation.
- Competition: The snack food market is highly competitive, and Pahalwan?s will need to continuously adapt its strategy to stay ahead of the curve.
8. Next Steps
To implement the recommended strategy, Pahalwan?s should take the following steps:
- Develop a detailed marketing plan: Outline specific objectives, target audiences, marketing channels, and budget allocation.
- Hire a digital marketing agency: Engage a specialized agency to assist with developing and executing the digital marketing strategy.
- Establish a dedicated marketing team: Create a team responsible for managing the company?s marketing efforts.
- Monitor and evaluate results: Track key performance indicators (KPIs) to measure the effectiveness of the marketing strategy and make adjustments as needed.
By taking these steps, Pahalwan?s can position itself for long-term success in the competitive Indian snack food market.
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Case Description
Pahalwan's was a chain of four outlets that offered sweets, snack food and fast food in Jammu, India. It had a major presence in the state of Jammu and Kashmir and was delivering products to other parts of India, such as Delhi. However, local, national and international food retailers had entered the market, increasing the competition. Changing consumer preferences had also started affecting the company. Pahalwan's did not believe in advertising its products and focused little energy on branding activities. Thus, there was a need to plan for an innovative and cost-effective communication strategy to boost its sales. Pahalwan's also needed to think about new products and new markets to stay in business.
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