Write a report outlining a promotion Strategy for SENZ based on the Case Study

Write a report outlining a promotion Strategy for SENZ based on the information outlined in the - Case Study Example Therefore to increase the market share of the SENZ in the market scene, strategies ought to be laid to ensure that business continues to grow and attract more customers. SENZ company had planned to bring a great revolution in the market seen by coming up with the new design of umbrellas that are going to be efficient in diverse climates. Those working in the design and marketing sectors of SENZ believed that the product would be easy to explain to the public and hence would perform better. They based their claim on the current condition of umbrellas; most umbrellas tend to turn inside out during heavy winds. So, the company relied mainly on this uniqueness and design factor as a major pull for increasing market share (MCLEISH, 2010). The retail price for the high-end umbrellas was around$12 accounting for about 25% of the market share. According the initial studies on the consumer test, it was noted that many consumers considered the durability, brand, the ease of use and color of umbrellas. The operating margins or these umbrellas were about 40-60% of the retail price and around 40% distribution sale for the distributors. SENZ Company decided to venture into the high-end umbrella segment of the market aiming to retail it product at a price of about $ 50 (VAT included) for the original SENZ and about $40 for the mini umbrellas. Theses relatively high price were aimed at positioning the SENZ umbrellas as unique and high-quality products. They were also intended to cover up the production costs which would much higher than the standard umbrellas attributed to the umbrella design. The target for all this was to enable the company to penetrate the market and work with the top brands by taking the advantage of its fi rst mover advantage. The founders also wanted to have more capital that they would invest in the research to continue advancing the company products to the required standards to