A company deals in manufacturing and selling hand sanitizers since 1998. Due to it's reputation company never really required any innovative selling…

A company deals in manufacturing and selling hand sanitizers since 1998. Due to it's reputation company never really required any innovative selling techniques to sell its sanitizers. It sells the same at a very competitive price of 150 per unit. The variable cost ratio of the company was 67% in the previous year. After the COVID-19 government had ease the policies on manufacturing of sanitizers, this resulted in sudden increase of manufacturers in this industry. The reason that lured people to enter was that the process is pretty simpler to manufacture the sanitizers and it has a very high demand post Coronavirus. Due to this company lost a fair market share and incurred a loss of 85,000 last year, first time in 25 years. Company is proactive and took immediate steps to control the situation. For this they appointed a modern age sales manager and fired the old one. This new manager used digital marketing, data science, and artificial intelligence to increase the market presence & sales and as a result this year company sold 19,500 units, 30% more than the previous year, without changing the selling price. Old marketing techniques were not required anymore, thus they were removed. So it balanced out the new cost of digital marketing and other new techniques.