Pigeon, a fast growing home appliances brand
has now diversified into a wide range of
electrical part/items such as modular switches
to extension cords and the allied items. The
company’s new product line caters to both the
domestic as well as for industrial applications.
The company has now embarked on a new
marketing communication strategy. It has
chosen to advertise on a leading English
business channel and also a couple of regional
channels targeting the southern part of the
country in view of the growth prospects both in
real estate and infrastructure sectors. In
addition, it has also chosen to advertise in a
business magazines to enhance and intensify of
its coverage for optimum reach and exposure to
the target market.
The core message is designed to announce or
convey the new product line to all to whom it is
intended and to communicate that this new line
is from the house of Pigeon, which is recognized
as a hallmark for its quality and price.
(i) Critically evaluate the marketing
communication strategy of Pigeon. Do you
think that the said strategy will help the
brand for the purpose it has been
designed ? Explain.
(ii) Besides advertising, what other elements
of promotion mix are appropriate for the
new product line and why ?
(iii) What channels of distribution would you
propose ? Give reasons for your choice.
