Marketing Strategy for the icecream sector

and product and price queries.14.5PackagingIn order to penetrate the growing township market, the packaging should be taken into consideration. Packaging will remain largely as is it except for a few brands. The idea is to have packaging, which is viable for the individual servicing one vehicle to the small workshop servicing four cars to the big workshop requiring bulk supply. There are several gearbox oils, which are not available in 500ml and only available in 20litres and over. Such a package is not viable for the DIY individual. Discounts can be provided for the township sector if they use Caltex products.14.6People / Retention of staffIn order to retain their staff, job satisfaction has to be increased and Caltex has to ensure that the needs of their staff are met simultaneously with the needs of the company. Offering better rewards systems is an option and also shifting from a sales to a marketing orientation organisation where the relationship building with the customers is emphasised and where the relationships are long term and based on adding value and meeting customer needs.15RECOMMENDATIONSIn order for Caltex to penetrate the new desired markets of retail sector, pulp and paper and cutting oils, more people will have to be employed and trained to meet these challenges. The sales team will have to be supported by a strong marketing team to direct strategy and provide the relevant information about the market. A business analyst who will be based in Johannesburg will have to be employed. Currently there is one business analyst for the entire business unit, who is based in Cape Town, while 70% of the market is based in Gauteng.It is also recommended that a Lube Engineer who is familiar with the pulp and paper industry be employed. Two people have already been brought on board for the retail sector and additional two have also been employed for cutting oils.Another recommendations is that the...