Question

Your company just acquired another company that manufactures and sells packaged ice. Traditionally the company has sold in bulk to industrial users. You want to sell to consumers.

-Develop a marketing strategy for your packaged ice that includes a market penetration strategy, market development strategy, and the value proposition. A picture or something showing the marketing of packaged ice.

Answer 1

Marketing is a process through which product and a service are originated and is then price, promoted and distributed to the customer.

To develop the marketing strategies for selling any of the product, two thing need to be considered.

1. Primary Concern

• To grab the local market
• To satisfy the customer needs
• To earn maximum profit through more selling by quality product.

1. Long Term Concern

• Long term survival in competitive market
• Hold the leadership position in the ice market          

As ice market majorly on selling a product in bulk, as it involve real time consumption and it potential market is Industry selling.

Penetration Strategy:

As ice business is well established in market, so only possibility to gain a business is Penetrate the market potential. Penetration is the strategy where market is win with help of value added services. Like as product is easily accessible in competitive cost and best in quality as comparison with your competitor. In this scenario to penetrate the consumer market company opt a strategy of open the retail outlet or dealer who are easily accessible to the consumer. With help of this retail outlet one can able to fulfil both the goals primary as well as long term goal.

Market Development Strategy:

Here company opt to open a retail outlet or sub-dealers who are nearly available in the potential market and they are easily accessible to the local consumer.

Penetration strategy help the company to grab the local market and able to satisfy consumer need with value added services and one can able to maximise the profit to sell the quality product and Market development strategy can help company to long term survival in competitive market and hold the leadership in the ice market