Case Write-Up
Assignment Questions:
1) How do you explain the disparity in Raja’s and Maya’s performance?
To evaluate the performance of Raja and Maya, It’s clear to use marketing 4P concept as a way to analyze this case. To begin with the products, according to the case, Raja is perceived as an over-the counter consumer product while a Maya pill is regarded as a powerful drug. So the difference in nature explained why Raja can out performed Maya. Moreover, Raja tried to target men market using the masculine noun to gain their recognition of their brand while Maya represents a sense of magic and beauty, targeting female customers.
In the sense of the promotions, Population Services International distributed to both Raja and Maya $400,000 advertising dollars per year, which was the second largest of all advertisers in Bangladesh. Their approach was to skip the intermediate level of influences and go directly to consumers. In this case, it works to sell Raja condoms directly to the market since it’s more like a one-time use consumer products. However, it’ll be difficult for Maya to build up the brand image since customers perceived Maya as a drug, which will bring more concerns when people try to buy oral contraceptives. Hence, it still needs recommendations from doctors to convey the effectiveness and proper information about the drug.
Third, the pricing of Raja and Maya can also be an influence to their performance when compared to their competitors’ price. For example, Raja is priced more than competitor Tahiti, which is government sponsored condom manufacturer. The higher price of Raja made a premium image for customers to buy the condoms even if the price is higher. On the other hand, however, Maya is priced lower than its competitors, creating a hurting image that for oral medicines, cheaper may mean bad quality. And this situation got worse when it didn’t get the recommendations from intermediate level influences.
Finally, the distributions for both products were to
1) How do you explain the disparity in Raja’s and Maya’s performance?
To evaluate the performance of Raja and Maya, It’s clear to use marketing 4P concept as a way to analyze this case. To begin with the products, according to the case, Raja is perceived as an over-the counter consumer product while a Maya pill is regarded as a powerful drug. So the difference in nature explained why Raja can out performed Maya. Moreover, Raja tried to target men market using the masculine noun to gain their recognition of their brand while Maya represents a sense of magic and beauty, targeting female customers.
In the sense of the promotions, Population Services International distributed to both Raja and Maya $400,000 advertising dollars per year, which was the second largest of all advertisers in Bangladesh. Their approach was to skip the intermediate level of influences and go directly to consumers. In this case, it works to sell Raja condoms directly to the market since it’s more like a one-time use consumer products. However, it’ll be difficult for Maya to build up the brand image since customers perceived Maya as a drug, which will bring more concerns when people try to buy oral contraceptives. Hence, it still needs recommendations from doctors to convey the effectiveness and proper information about the drug.
Third, the pricing of Raja and Maya can also be an influence to their performance when compared to their competitors’ price. For example, Raja is priced more than competitor Tahiti, which is government sponsored condom manufacturer. The higher price of Raja made a premium image for customers to buy the condoms even if the price is higher. On the other hand, however, Maya is priced lower than its competitors, creating a hurting image that for oral medicines, cheaper may mean bad quality. And this situation got worse when it didn’t get the recommendations from intermediate level influences.
Finally, the distributions for both products were to