With increase in marketing activities planned for the

With increase in marketing activities planned for the near future, such costs can have substantial

impact on the bottom-line. Moreover, the recent request by a product manufacturing company to
supply to its north India based plant also caused the company to relook at the issues of logistics
cost. The landed cost at such remote place will make the price uncompetitive.
EIC chemical is also in talk with distributors from North and Central India, although landed price
continues to bother it. In near future, the company wants to compete locally and capture its
market share.
People
The owner is a qualified entrepreneur with a bachelor degree in science. The office has a skeletal
force in sales and is managed by three persons. The factory has overall 18 people. There are
overall 20 people in the company. The company is not in a position to offer attractive salary to its
employee. This is one of the reasons, according to an insider, for people not being getting
attracted to work in such company. The company wants to carry out sales and marketing work
through outsourcing. For example, they have hired a sales representative on commission basis.
EIC is also managing its e-tendering through a temporary expert who helps it during submission
of tenders.
IT systems
The company uses IT for accounts, email and word processing purpose. It does not have any
ERP module. The marketing head mentioned that they need to create a database for monitoring
and control purpose.
Way forward
The owner is worried about the growth of the company. Being an MSME, it faces competition
from big companies but EICs offers chemicals at reasonable pricing. Some of the key questions
faced by the company are how to increase its visibility? How to communicate? How to create
more leads? How to leverage e-tendering platforms? How to expand in and around eastern
region? How to tap some of the remote lucrative orders in arising in different parts of India?

Assignment- 20 marks (10 marks presentation, 10 marks written report).
In groups, already formed .
Develop a marketing strategy for EIC.
 (Groups may ask questions to EIC, if required, by 15.7.19 ). Such questions need to be
submitted to Dibakar Sir along with Section, group number, group leader’s name, email
and phone number.)This is not compulsory. We will try to get the answers in a week’s time
though the company may choose not to answer some questions.
 Groups will present their strategy starting 12 th August. 6 slides, 6 minutes per group .
 They will also submit a written marketing plan. This should be e-mailed to Dibakar Sir
by 11.8.19 . CR-s will co-ordinate this submission. Late submissions will get zero in this
component.
 Evaluation will depend on practicality of the recommendation, analytic framework used
and primary/secondary research done.