School of Professional Advancement (SPA)

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Browsing School of Professional Advancement (SPA) by Subject "awareness of customer preferences Olive oil,"

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    Final Project on PONS Olive Oil
    (University of Management and Technology, 2017) Rehman, Abdul; Shafi Khan, Mubashir; Muhammad, Umer Khan; Muhammad, Umer Abbasi; Raza, Waqas
    This action-based research study aims to explore the factors for low return on investment of marketing efforts of PONS Olive oil. The comprehensive analysis of the industry as well as of the company is performed during this project. We conducted this research to identify the actual problem PONS is facing so that a clear insight can be provided too precisely, and we will be able to deliver feasible recommendations. A detailed audit is conducted by Macro environment and Micro environment analysis with the help of various strategic marketing tools. Primary and secondary sources for data collection were used in the research. All the stakeholders of the Olive oil industry were involved in this project with the help of interviews and questionnaire. This project will help PONS to solve their current marketing challenge, awareness of customer preferences Olive oil, improvement in their marketing campaigns, innovative and creative advertisement ideas and the gap identification. Olive oil Industry in Pakistan is somewhere between an introduction to growth stage where no one has dominated the industry expect a few competitors. Most of the competitors are pursuing red ocean strategy. Hence, the industry can be stated as favourable and optimistic for existing players and new entrants. To grow and sustain in the industry we did in-depth research on the critical success factors of consumers, retailers and distributors. Almost eight success factors were highlighted for the whole industry those were a brand name, taste, different sizes, profit margin, credit term, sales team, trade offers, packaging & competitive price. Moreover, the research also focused on identifying the consumer preferences and perceptions over a couple of benchmarking activities in which PONS average score was reasonably striking as compared with other players in the industry. We determined the direct and indirect competitors of PONS Olive oil and comparatively analyzed with direct competition companies which are developing or marketing similar type of products to the market population. By examining the marketing strategies and core competencies of the competitors, we established a way forward and discovered the gap. We have examined all aspects which are affecting the company with the help of many investigative tools, i.e. TOWS analysis, McKinsey model, strategic position and action evaluation matrix, etc. According to the study conducted PONS lies on HOLD/MAINTAIN strategy position. Thus, PONS has to protect or maintain their existing market position and have to invest wisely in those segments which are profitable for the company. The company is somewhere in between financial stability and industry strength. The company should pursue an antagonistic marketing strategy with market penetration and market development. By reviewing the strategic alignment of PONS, our findings were that PONS lacks in branding and product availability. So we have extensively defined what should the company do to overcome these lacking and how should they do it, when should the company execute, what will be the cost and the expected outcome.