Read the case below and answer questions that follow:
BIDII Ltd is in the food and beverages industry and has been in this industry for the last five years. The company considers itself a key player in the industry and currently holds a market share of about 25% in the industry. The company regularly carries out marketing research in order to understand the various dynamics of the market. The company uses both direct as well as indirect channels of distribution. The company has distributors in all the 47 counties in Kenya, and you will find the company’s products in all the major outlets including supermarkets and retail shops. The company has been able to work with the distributors to ensure that reverse distribution where applicable is also well coordinated. Among the pricing strategies the firm uses are price discrimination and psychological pricing which the company finds to work very well for them. Recently, Milimani Ltd, a competitor in the same industry introduced a brand, model to compete with BIDU’S main brand, Fixit, but BIDII came up with a fighter brand, magic to shield Fixit. The company has also been doing a lot of sales promotion for its products in the wake of increased competition.
- How does a fighter brand like magic help BIDII? (4 marks)
- In what ways is a reverse distribution channel useful to BIDII? (6 marks)
- Explain the two pricing strategies that BIDII uses (8 marks)
- How does BIDII benefit by regularly carrying out marketing research? (8 marks)
- Briefly discuss some of the sales promotion approach that BIDII could use (10) marks)
- Discuss the direct and indirect channels that BIDII can use and indicate the roles played by intermediaries.
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