Class or Mass

Pradeep Kumar N S, Rajesh Revankar, Raviteja Malepati, Saloni Rathi, Vindhyashree Nanjanna

‘Class or Mass Mini Case Study Analysis’

Neptune Gourmet Seafood Firm inventory can be reduced by the following options: Price cut by 40% - 50%,

Launching a new brand, inexpensive product line and Extend the wholesale market.

In the first option, Rita Sanchez suggested price cut by 40% - 50%, without compromising on the product’s

quality we can decrease the inventory. The firm has a higher price rating which reaches only the class. Now if

they cut the price, they would be able to reach the mass. In the second option the firm can come up with a new

product line i.e., ready to eat fish at a lower price and an event can be organized by the firm to launch the same.

In the third option they can tie up with the wholesaler by giving him the product for a discounted price to

decrease the inventory and the surplus. Since the firm already has the 33% of the wholesale market, they can

extend their presence in that market. By doing this they can reach the mass market.

The strengths of the first option are it gives short term success by decreasing the inventory and it helps to reach

the mass. Sudden fall in the price will lead people to conclude on the unreliability on the product’s quality and

affects the firm’s credibility. The most attractive about this option is it gives immediate success in decreasing

the inventory and the least attractive is that it gives only the short term success but on the long term it can’t be

implemented. The strengths of the second option are: this can be a long term success to the firm and reach out

to all classes of people, since Neptune brand has already gained the trust of people, the new product will not

require an extra publicity or marketing strategy. The weakness of this option is that an extra investment has to

be made for new packaging, the pricing should be done carefully to avoid objections from the association

regarding it cost...