Custom Car Care case study

INTRODUCTION TO MARKETING CASE 4 CUSTOM CAR CARE

XAVIER INSTITUTE OF MANAGEMENT BHUBANESWAR

SUBMITTED TO: PROF. JEEVAN ARAKAL

SUBMITTED BY:

Q1. What is the case situation? A1. Glenn Rozyck ! " #$ ye"% ol& '(y )%o* Sc"%+o%o(',. -e ! "n e*loye& e%!on. -e e!/"+l!,e& 0(!/o* 0"% 0"%e co*"ny /o %o1&e co*le/e n/e%o% "n& e2/e%o%  cle"nn' "n& %e!e%1"/on )o% c"%!. A! e% /,e c(%%en/ !cen"%o /,e co*"ny %o1&e! !e%1ce only on 3eeken&!. No3 /,e &le**" n Glenn4! *n& ! 3,e/,e% /o 5(/ ,! c(%%en/ 6o+ "n& (%!(e /,! +(!ne!! on " )(ll /*e +"!!.

Ben' n /,! +(!ne!! /,e%e "%e 1"%o(! !!(e! lke: 7

0o* 0o*e/ e// /on on )%o* )%o* o/,e o/,e%% c(! c(!/o /o* * c"% c"% cle" cle"n nn' n' co* co*" "n ne! e!..

7 7

Inc( Inc(%% %%n n' ' &))e &))e%e %en/ n/ kn& kn& o) e2 e2en en& &/( /(%e %e )o% )o% "&1e% "&1e%/ /! !n' n' /o o+/ o+/" "n n /,e n/ n/" "ll  +(!ne!!. T,e c"!e c" !e "l!o /"lk! "+o(/ 1"%o(! con!(*e% con !(*e% !e'*en/! e2!/n' n /,e c(%%en/ *"%ke/.

Glenn 3"n/! /o en/e% /,e *"%ke/ !o "! /o '"n " 'oo& %e(/"/on. -e 3"n/! /o !/"%/ 8)  ,e &oe! !o7 3/,o(/ le"1n' "ny !/one (n/(%ne&.

Q2. Critically analyze the different consumer segments mentioned in the case: A2. T,e%e "%e /,%ee con!(*e%! !e'*en/! n c(!/o* c"% c"%e *"%ke/. T,ey "%e

7

O3ne% ne%! o) o) ol ol& c" c"%! 3,c, "%e n n o oo% co con& n&/on: on: Mo!/ly /,ey 3"!, /,e% c"%! /,e*!el1e! o% /"ke /o loc"l '"! !/"/on T,ey 3ll no/ !en& lo/ o) *oney on %e!e%1"/on o) c"%  I/ 3o(l& +e ,"%& /o "//%"c/ /,e* &(e /o /,e% %ce !en!/1/y O3ne O3ne%! %! o) o) ne3e ne3e%%9 *& *& % %ce ce& & c"%! c"%!8( 8(n& n&e% e% ;