Brim-case study in marketing strategies
Brim, is a “cash cow minus;” however, Brim possesses all the characteristics of a “dog.” Brim is not expected to turnaround its poor market growth rate, and it has little or no chance to make a profit. In the BCG model, it is suggested that “dogs” be phased down or withdraw.
Mature Marketing Strategies for Brim
Brim is a product that can benefit from strategies developed for use with mature products. We have already concluded that Brim is a weak product from a market share perspective. Management has cut its advertising and its future appears dim. The objective of mature marketing strategies is to try and revive a product’s use and benefit to consumers. A hold strategy is recommended for Brim, and if this strategy is adopted, the following mature marketing initiatives could aid in this effort.
To revive Brim, the Maxwell House division should first attempt to boost sales volume. This can be accomplished in three ways. The first is to attract new nonusers to Brim. The Maxwell House division should explore new packaging, product improvements, wider segmentation strategies or increased promotional initiatives to demonstrate the benefits inherent in Brim. However, the cost involved with this may be prohibitive. Another method of expanding the number of brand users is to enter new markets. For example, Brim could find ways to introduce its benefits to hot cocoa or tea drinkers. A third way of increasing sales volume is to win competitors’ customers. In the Brim case, the key is to bait consumers of Taster’s Choice, Nescafe or High Point to adopt Brim.
Increased usage of a brand is another strategy of expanding volume. Marketers can extol the virtues of Brim as a beverage that can be drunk at any time during the day or night. They may attempt to get users to drink more than one cup per occasion. Here, Brim could experiment with ways to get users to brew ten to twelve cup servings rather than one individual serving per occasion. As an accompaniment to food, Brim can be marketed as a dessert coffee
Despite equal preferences in blind product tests High Point’s packaging and trademark had significant consumer appeal and their advertising copy contained strong tats credentials.
Strategic plan
Plus a five-year plan
Main issue whether and how to attempt to revive brim
Brim’s role was open to debate—Brim’s role had been to support Sanka
Two major tasks
Arrest immediately the decline in Brim’s share of the total market
Decide on a long-term direction for Brim Shrink,
Hold or