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- Culinarian Cookware - Case Study Example
Author : bennyheaney
Pages 5 (1255 words)
Case Study - Culinarian Cookware Table of Contents Table of Contents 2 Statement of the Marketing Challenge 3 Vice President of Marketing’s View 3 Senior Sales Manager’s View 4 Industry Trend 4 Analysis of the Current Situation 5 Strength 5 Weakness 5 Opportunity 5 Threat 6 Target Market Analysis 6 Identification of Alternative Solutions 6 Recommendation 7 8 Works Cited 9 Statement of the Marketing Challenge According to author of this case primary marketing challenge for Culinarian Cookware is to decide appropriate pricing strategy and discount offer for existing product line…
The company has conducted previous price promotions of 20% discount in the year 2004 (for CX1 Tyro collection line), in the year 2005 (for CX1, DX1 line) and in the year 2006 (CX1 and DX1 line). Vice President of Marketing’s View Vice president of marketing for the company believes there is no need for adopting price promotion because that can hurt the premium brand image of the company. He took help of research report prepared by consulted to show that price promotion in 2004 impacted negatively to the profit margin of the company. The company hired external consultant to analyze profitability of 2004 price promotion. The consultant pointed out price promotion has caused of loss of $469, 489 as contribution during 2004 period. Time series analysis shows that unit sales for DX1 line decreased by 4800 units during price promotion hence external consultant concluded that $99,332 was lost as contribution DX1 product line due to brand cannibalization. ...