Chipman

GROUP ASSIGNMENT 1 Chipman-Union, Inc. Odor-Eaters Socks A report submitted to Prof. Srabanti Mukhejee in fond(p) fulfill manpowert of the requirements for the course Marketing II by classify 2 (Section E) Ankit Agrawal 2011PGP550 Debarupa Saha 2011PGP611 Sudhir Kumar s 2011PGP901 Bhangle Ninad Rajesh 2011PGP588 Komte Subodh Janku 2011PGP693 Satish Pandian s 2011PGP854 Kriti Sethi 2011PGP698 INDIAN INSTITUTE OF precaution INDORE Case overview Chipman- Union, makeed in 1972 in the beginning fabricate mens and boys episodic and athletic socks, which were change to the retail/ distribution channels unbrand as hugger-mugger label merchandise. However, the margins it got were just 15%, quite an less than the sought after margins. There were only two companies which manufactured branded socks and draw out those companies, all others had margins of 20% or below. These factors make it lucrative for Chipman-Union to constitute a national branded sock . A nationally branded sock would ensure higher margins and positivity for the company. However, the major barrier to creating a branded intersection was the marginal scope for product differentiation in the market.

To overcome this problem, Chipman-Union intractable to go with an odor-eater socks and as well hired a management adviser firm, GFM to advise on the various alternatives and the marketing program. The results of consumer research showed that consumers were automatic to pay much for the odor-eating characteristic of the socks. Thus, the market potential of odor-eating socks was found to be huge. GFM certain Chipman to enter into a licensing agreement with ! Combe, Inc for exploitation its brand bring out Odor-Eaters for its mens sock farm animal and also suggested various advertising and marketing promotional strategies for the product. roughly of the talk strategies included primarily targeting the female heads of households, creating brand sensation done television advertising and spreading information or so the product...If you want to get a full essay, order it on our website: BestEssayCheap.com

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