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Section A: Fire Angel Ltd.
Based in the Midlands, Lusaka, Angel Safe plc designs, manufactures, sources and
distributes an extensive range of home safety products. The subsidiary company, Fire
Angel Ltd., which employs 15 people and makes a range of household fire alarms, has
established a strong Zambian retail presence. Annual sales are ZMW 55 million, but the
company has recently experienced a dip in volumes as a result of retailers reducing
inventories from six to eight weeks’ worth of stock to one or two weeks. According to
Managing Director, Kabeshi Mumba, “Clearly we are not immune to the current economic
climate; however, in less certain times people want to protect what they have a little more.
We are not the biggest supplier in the industry, but we are finding that retail sales of our
products are holding up reasonably well as homeowners look to protect their properties
and social landlords comply with fire safety regulations.” Fire Angel Ltd. continues to
develop innovative solutions and is planning to launch a brand new WiAngel alarm system
which combines a flashing strobe and vibrating pillow pad alarm system. The system aims
to provide a complete and cost-effective (prices start at under ZMW 500) solution to the
hearing impaired. Presently over 9 million people in the Zambia exhibit some degree of
hearing loss. In the Zambia, sales of household smoke alarms have until recently enjoyed
strong growth because of high levels of media attention. Volumes are expected to
stabilize over the next few years.
Answer both questions
Q2
What attributes should fire Angel ltd take into consideration in repositioning the
company to appeal to home safety buyers?
Describe any five major characteristics of holistic marketing philosophy? What is
the impetus behind this philosophy?
Discuss with examples of the any two types of purchasing decision that fire angels
may face in its market?
How can angel fire increase customer involvements in the purchase decision?
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