question 24

Cressida Grainger started her entrepreneurial career at the age of 22, running a small antiques business. Whilst on a visit to Glasgow market, she discovered lava lamps and bought some to sell on her Camden market stall. The 1960s lamps, which mix oil and water to create psychedelic patterns, were an instant success so she tracked down the inventor, Edward Craven, and eventually bought the then loss-making business from him.


In 1989, Mathmos was born. The firm started to market the lamps to a new set of fashion conscious consumers eager to buy ‘retro chic’ products. The marketing paid off and since then, Mathmos has enjoyed spectacular success, achieving £18 million of sales in 1999.


However, the business has recently run into some difficulties. Following the success of the lava lamps, competitors from the Far East have realised the potential of the products and the market is now being flooded with imitation lamps that are sold at prices that Mathmos would struggle to make the item for. This problem is increased by retailers who stock the cheaper, imported goods alongside the Mathmos originals. In effect, the Mathmos name is advertising other companies’ products.


Grainger is determined to fight back, though. With the name Mathmos linked to high quality products and first-rate after sales service, she believes that her business can be expanded in order to win back market share. Two strategies are being considered.


Option One: Diversification into other product areas, such as gifts and fashion accessories.


Option Two: Extend Mathmos’ unique position as leaders in innovative domestic lighting through the development of new lighting products.


Ultimately, Grainger knows that Mathmos must maintain its innovative edge in order to remain successful in the market place.


(Adapted from Sarah Gracie, The Sunday Times, April 9 2000)


Questions


1. Explain why Mathmos lava lamps were initially so successful.

Probably the main reason for this lava lamps to be successful is that a great advertising company was made- in order to make the consumer consider this product not as an old, out-of-fashion and useless thing, but as a 'retro-chic' product. So it was extremely fashionable. And, as we learned from the article, the right marketing strategy also played a great role in expanding the demand for the product.


2. Recently, Mathmos has begun to experience some difficulties. Analyse the key causes of these problems.

As the new firms entered the market, providing the same products for the lower price, the demand for the original product fell down. People didn't understand the difference between the original lamp and the imitation, or probably, didn't consider this difference worth overpaying for. People had already known all the benefits of the product and the target audience had been already formed - so there was no need for new firms to make a great advertising company. Therefore, they reduced their production costs, which allowed to make the product cheaper - - -> more attractive for consumers.

3. Explain how the use of market segmentation could help Mathmos to market its products

effectively.

Market segmentation is the process of classifying a market into distinct subsets (segments) that behave in similar ways or have similar needs. (wikipedia)

There are 4 main factors, using which the market can be segmented: demographical, geographical, behaviour and psyhographic bases.
So the whole lava lamp market wil be divided into several segments according to consumers purchasing abilities, product knowledge, usage and so on.
Therefore, market segmentation will increase market opportunities, as the consumer's needs will be recognised and satisfied more efficiently, that means, Mathmos will market his products more efficiently.

4. Evaluate the advantages and disadvantages of the possible options for development.

Firstly, option one seems to be a good idea, as if the lava lamp production diverses into other product areas, its target audience changes, so the new target audience might be wider and more willing to buy the product. In addition, it's clear that the lava lamp will be new to such product areas as gifts and fashion accessories, therefore, it should attract the consumers by its newness and exceptioness for this area of the market

Disadvantage may consist in this product being unappropriate for this area of the market, for exmaple, if nobody considers lava lamps as gifts.

Option two seems to me more profitable: it will make Mathmos a monopoly, which will allow to set the suitable prices for the new lamp products and, therefore, increase allocative efficiency and profit.
But the problem is - if there won't even be enough quantity of demand for the new types of lamp to cover all production costs? That is the thing that deals with market research- in this case, i guess, it is unavoidable .