NMO S4 SPRINT ONE | BUSINESS CASE SCENARIO - 04 | Airway Delivery: A New Business Opportunity
Submission BCS
Brand Establishment
Submission Date & Time: 2022-01-26 03:54:49
Event Name: NMO S4 Sprint One - IIM Kashipur
Solution Submitted By: Mehal Aggarwal
Assignment Taken
Marketing DepartmentCase Understanding
The case is formulated to achieve the solution for marketing the company’s new venture of entering the hyper local delivery space. The company is looking to promote these services of technological importance and work their way up the ladder in the arena. Being the first entrants in the market they have the first mover’s advantage with them. The case presents the present rates at which the company delivers the products and fees charged. Secondly, it also presents the resources that the company will require and their costs to begin their venture in the drone delivery services. The budget for the financial year 2021-2022 is ₹10 crore. The aim is to establish the brand so it caters to a bigger market and reaches more masses.BCS Solution Summary
Since it is in the services arena the brand needs to be established first in order to market the product in both the B2B as well as the B2C segments. The company needs to focus on tier 1 and tier 2 cities so as to achieve the targets. The behavioural factor for such an audience needs to people who are well versed and believe in the technology and are comfortable in moving towards change from traditional practices. The company has the first mover advantage and can therefore, work on building the brand through social media in particular.Solution
Product/Service: The company belongs to the service segment with the hyper local delivery services. The company plans on working their way into the drone segment with delivery services and can target both the B2B (business to business) and B2C (business to consumer) segments.
Price: The present prices of their deliveries have been given in the case. The price segment for the drones can be decreased since the drones will be a fixed cost and can bring down or keep the same costs considerably.
Place: Tier one and tier two cities can be achieved for brand establishment due to more awareness and greater enthusiasm in these cities to embrace something new. Outskirt areas of the cities can also be targeted as deliveries in those areas are difficult and tend to take time.
Promotion: Promotional strategies on social media through campaigns can be adopted to develop the brand. Offline promotional strategies through flyers etc can also be used for promotion.
Conclusion
The marketing strategy has to be devised in order to promote the company and achieve the delivery targets. Additionally, the strategy has to be formulated in order to cater to both the B2B as well as B2C segments.Attached File Details
Comments
Article Type: Business Case Scenario, Case Study Solution Submission
Business Case Detail
Title: NMO S4 SPRINT ONE | BUSINESS CASE SCENARIO - 04 | Airway Delivery: A New Business Opportunity
Type: Case Study
Stream: Management
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