The following section focuses on the of marketing for Eskimo Pie Corp where the company's consumers, competitors and core proficiencies have actually assessed in order to validate whether the decision to introduce Case Study Help under Eskimo Pie Corp brand would be a practical option or not. We have actually to start with taken a look at the type of customers that Eskimo Pie Corp deals in while an assessment of the competitive environment and the company's strengths and weak points follows. Embedded in the 3C analysis is the reason for not launching Case Study Help under Eskimo Pie Corp name.
Eskimo Pie Corp clients can be segmented into two groups, last customers and commercial customers. Both the groups use Eskimo Pie Corp high performance adhesives while the business is not just involved in the production of these adhesives however likewise markets them to these consumer groups. There are 2 types of products that are being offered to these possible markets; instantaneous adhesives and anaerobic adhesives. We would be concentrating on the consumers of instantaneous adhesives for this analysis because the market for the latter has a lower potential for Eskimo Pie Corp compared to that of immediate adhesives.
The overall market for instant adhesives is approximately 890,000 in the US in 1978 which covers both consumer groups which have been recognized earlier.If we take a look at a breakdown of Eskimo Pie Corp possible market or client groups, we can see that the business sells to OEMs (Original Devices Makers), Do-it-Yourself clients, repair work and overhauling business (MRO) and manufacturers handling products made from leather, metal, wood and plastic. This variety in customers suggests that Eskimo Pie Corp can target has different options in regards to segmenting the market for its new product especially as each of these groups would be requiring the very same type of item with particular changes in packaging, amount or need. Nevertheless, the customer is not rate sensitive or brand conscious so launching a low priced dispenser under Eskimo Pie Corp name is not an advised alternative.
Eskimo Pie Corp is not simply a manufacturer of adhesives but delights in market leadership in the immediate adhesive market. The business has its own knowledgeable and certified sales force which adds value to sales by training the business's network of 250 distributors for assisting in the sale of adhesives. Eskimo Pie Corp believes in unique distribution as shown by the truth that it has actually selected to offer through 250 distributors whereas there is t a network of 10000 distributors that can be checked out for broadening reach via distributors. The company's reach is not limited to North America only as it also delights in global sales. With 1400 outlets spread all across The United States and Canada, Eskimo Pie Corp has its in-house production plants rather than using out-sourcing as the favored technique.
Core skills are not limited to adhesive manufacturing just as Eskimo Pie Corp likewise specializes in making adhesive dispensing equipment to facilitate making use of its products. This dual production technique offers Eskimo Pie Corp an edge over competitors considering that none of the rivals of dispensing devices makes instant adhesives. In addition, none of these rivals sells straight to the consumer either and makes use of distributors for reaching out to clients. While we are looking at the strengths of Eskimo Pie Corp, it is important to highlight the company's weak points also.
Although the business's sales staff is experienced in training suppliers, the fact stays that the sales group is not trained in offering devices so there is a possibility of relying greatly on distributors when promoting adhesive equipment. However, it ought to also be noted that the suppliers are showing unwillingness when it pertains to offering devices that requires servicing which increases the difficulties of selling devices under a particular brand name.
The company has items intended at the high end of the market if we look at Eskimo Pie Corp product line in adhesive equipment particularly. If Eskimo Pie Corp sells Case Study Help under the same portfolio, the possibility of sales cannibalization exists. Given the truth that Case Study Help is priced lower than Eskimo Pie Corp high-end product line, sales cannibalization would absolutely be impacting Eskimo Pie Corp sales revenue if the adhesive devices is sold under the company's trademark name.
We can see sales cannibalization impacting Eskimo Pie Corp 27A Pencil Applicator which is priced at $275. There is another possible risk which might decrease Eskimo Pie Corp revenue if Case Study Help is launched under the company's brand. The reality that $175000 has been invested in promoting SuperBonder suggests that it is not a good time for releasing a dispenser which can highlight the truth that SuperBonder can get logged and Case Study Help is the anti-clogging solution for the instantaneous adhesive.
In addition, if we look at the market in general, the adhesives market does disappoint brand name orientation or rate consciousness which gives us two additional factors for not introducing a low priced item under the business's trademark name.
The competitive environment of Eskimo Pie Corp would be studied via Porter's five forces analysis which would highlight the degree of rivalry in the market.
Bargaining Power of Buyer: The Bargaining power of the purchaser in this market is low specifically as the buyer has low understanding about the item. While companies like Eskimo Pie Corp have actually handled to train distributors relating to adhesives, the final customer is dependent on distributors. Roughly 72% of sales are made straight by makers and distributors for instantaneous adhesives so the purchaser has a low bargaining power.
Bargaining Power of Supplier: Provided the reality that the adhesive market is controlled by three players, it could be said that the provider takes pleasure in a higher bargaining power compared to the buyer. The reality stays that the supplier does not have much impact over the buyer at this point especially as the purchaser does not show brand name acknowledgment or price level of sensitivity. When it comes to the adhesive market while the purchaser and the producer do not have a major control over the actual sales, this shows that the supplier has the higher power.
Threat of new entrants: The competitive environment with its low brand name commitment and the ease of entry revealed by foreign Japanese competitors in the instantaneous adhesive market shows that the marketplace enables ease of entry. Nevertheless, if we look at Eskimo Pie Corp in particular, the company has dual abilities in terms of being a producer of adhesive dispensers and instantaneous adhesives. Possible threats in equipment dispensing industry are low which shows the possibility of producing brand awareness in not only instantaneous adhesives but likewise in dispensing adhesives as none of the industry gamers has actually handled to place itself in double abilities.
Risk of Substitutes: The hazard of alternatives in the instantaneous adhesive industry is low while the dispenser market in particular has replacements like Glumetic suggestion applicators, built-in applicators, pencil applicators and advanced consoles. The truth stays that if Eskimo Pie Corp presented Case Study Help, it would be indulging in sales cannibalization for its own products. (see appendix 1 for structure).
Despite the fact that our 3C analysis has provided various factors for not introducing Case Study Help under Eskimo Pie Corp name, we have actually a suggested marketing mix for Case Study Help provided below if Eskimo Pie Corp decides to proceed with the launch.
Product & Target Market: The target market selected for Case Study Help is 'Motor lorry services' for a number of reasons. This market has an extra development potential of 10.1% which may be a good adequate niche market section for Case Study Help. Not only would a portable dispenser offer benefit to this particular market, the truth that the Diy market can also be targeted if a potable low priced adhesive is being sold for usage with SuperBonder.
Price: The recommended rate of Case Study Help has actually been kept at $175 to the end user whether it is offered through suppliers or via direct selling. A cost listed below $250 would not need approvals from the senior management in case a mechanic at a motor lorry upkeep store needs to purchase the item on his own.
Eskimo Pie Corp would only be getting $157 per unit as shown in appendix 2 which provides a breakdown of gross success and net success for Eskimo Pie Corp for releasing Case Study Help.
Place: A distribution model where Eskimo Pie Corp directly sends the item to the regional supplier and keeps a 10% drop delivery allowance for the distributor would be used by Eskimo Pie Corp. Because the sales group is already engaged in selling instantaneous adhesives and they do not have expertise in selling dispensers, involving them in the selling procedure would be expensive especially as each sales call expenses roughly $120. The distributors are already selling dispensers so offering Case Study Help through them would be a favorable option.
Promotion: A low promotional budget plan needs to have been appointed to Case Study Help but the reality that the dispenser is a development and it needs to be marketed well in order to cover the capital expenses sustained for production, the suggested advertising strategy costing $51816 is suggested for at first introducing the product in the market. The prepared ads in publications would be targeted at mechanics in lorry upkeep shops. (Suggested text for the ad is displayed in appendix 3 while the 4Ps are summarized in appendix 4).