個案資料
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Stemina Lubricants: Sales and Marketing Challenges of a Small Enterprise
內容大綱
Stemina Lubricants (Stemina) was an automotive lubricant manufacturer in Udupi, Karnataka, India. All Stemina products were a blend of high-class base oil and imported branded additives. Stemina competed with leading brands—one that was strong in the market and at mechanics’ locations, having leveraged its consumer brand equity and strong advertising support to win over mechanics and dealers, and another that had a strong presence in the forecourts of gas stations in India. Customers looking for oil changes at gas stations were likely to purchase these company brands rather than a local brand, and Stemina faced an uphill battle to establish itself in a market with such entrenched distribution. How could this small business, with few resources for branding and distribution, successfully establish itself in the market?
學習目標
This case is suitable for a sales and distribution management course to discuss the issues faced by small entrepreneurs who must take on entrenched competition. It can also be used in sessions for entrepreneurs, to learn about sales strategies for small enterprises, and in the channels module of a core marketing management course or a business-to-business (B2B) marketing course. The case highlights the protagonists’ step-by-step approach to understanding distribution channel problems. After working through the case and assignment questions, students will be able to do the following:<ul><li>Identify a compelling marketing mix strategy for a small-scale, non-advertised brand marketer.</li><li>Leverage a key, expert intermediary to promote a brand, and integrate this intermediary into the channel strategy.</li><li>Define service frequency and credit terms for a channel or retailer.</li><li>Recommend an organic or inorganic distribution strategy for national roll out.</li></ul>