Upload
manpreet-singh-digital
View
918
Download
2
Embed Size (px)
DESCRIPTION
Casestudy solution presentation of cullinarian cookware casestudy by Manpreet singh digital
Citation preview
Culinarian Cookware
Mba3 RMS Grp-09HeenaChayyaManpreet
Case Synopsis
Brand Vision: To provide Customers, the cookware's with superior quality & most advanced technology. To make their cooking, a better experience
Donald JanusVictoria Brown
No Price discounts
Give Price discounts
About Cullinarian•Premium cookwares with most advanced technology•Invented Copper coating technology
I love this cookware
range
Copper cookwares
Trend: Designer cookwares, Endorsed by professionals
Ceo : 2006 Strategic Priorities
1. Widen network
2. Increase Market Share
3. Preserve Brand Image
15 % revenue GrowthMBT-12%
PRO-X1(Best) S-X1 D-X1 C-X1
(cheapest)
52% Retailer Margin
Marketing MixProduct Mix
• Great sales team Sales team 8 account managers, 1 visit/ month, incentive program• Advertising : 4% of sales (4 Million)•National advertisements, Magazines & Newspapers• No co-operative advertisements.• 52% Margin• Pricing : not $199.99 but $200.00• Objective : Not only to increase trade, but to broaden customer base & stimulate excitement for brand.
Distribution, Promotion, & Pricing
Consumer Research
2003(all customers)
Importance…Quality > Features > Price > Brandname
20041500 own Customers75% 30-55 Yrs82% Women70% - Income over $75k60% - Cooking hobby
2005(Telephone survey, Who
purchase Cook ware)Brand awareness•15% in less than $75k Income group• 25% in above 75k$ income group
•Only 4 % seen advertising
Case Facts
18%
14%
7%
4%3
%
56%
Market Share
Star ChefKitchen SelectCulinarianLe GorurmandRobustoOther
• 3.36bn $ industry• 104 mn$ revenue of the company in 2005• 4mn$ advertising expense• 184987 units sold in 2004• 56% customers felt price disc. Is important
To Offer Price promotion or Not?
21 % growth target
Wrong estimation
of 2004 campaign
results
To maintain Premium
Brand image
No free gifts as promotion as retailers don’t
like it
Problem Defined
Pros & Cons of Price Promotions• Victoria is in Support
• 2006 aim is to increase revenue by 21%
• Sales force complain, Retailers demanding 30 % price promotion to boost awareness
• New Customer engagement
• 56% customers in 2004 research told that price discount encouraged buyng decision.
15% Ready to upgrade
• Donald Janus supported
• 2004 price promotion had negative impact on sales according to Donald
• Image may be harmed
• Full discount don’t reach to actual customers
ProsCoNs
Conclusion• To get endorsed by Professionals.• Cash Back schemes• Partnership with financial services, 0% EMI schemes• Co-operative Advertising • Launch extra premium Range, Culinarian Super