Case Study (41-45):
Vibha had created a unique all weather jackets which had solar panels embedded in it. The USP of the jacket was that, harnessing the solar energy it could keep the jacket warm like a heater and cold like an air conditioner depending on the weather. Her market was the youth who came out of the comfort of their homes to stay in hostels. The name of her product was 'TURN COAT' which was beautifully written in comic sans font outside her showroom in FLD Mall. The name had a rising sun next to it making it an attractive composition to look at. Vibha was reading a lot of literature on the promotion strategies that she could use. She had already fixed a public appearance by the superstar Ralia Kapoor at her showroom in 15 days. She opened up Instagram and Twitter accounts in the name of 'TURN COAT'. She got the name of the product and the symbol of the rising sun printed on the parking ticket, that were collected by customers coming to the mall. While deciding on the pricing she was suggested by her mentor to keep the price very high to recover her R & D costs spent on developing the product. She was a little hesitant to do so and decided to price TURN COAT by covering the cost of producing it plus with reasonable profits