Culinarial cookware case study By manpreet singh digital

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Culinarial cookware case study By manpreet singh digital

  1. 1. Culinarian Cookware Mba3 RMS Grp-09 Heena Chayya Manpreet
  2. 2. Case Synopsis Brand Vision: To provide Customers, the cookware's with superior quality & most advanced technology. To make their cooking, a better experience
  3. 3. Donald JanusVictoria Brown No Price discounts Give Price discounts
  4. 4. 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
  5. 5. Ceo : 2006 Strategic Priorities 1. Widen network 2. Increase Market Share 3. Preserve Brand Image 15 % revenue Growth MBT-12%
  6. 6. PRO-X1 (Best) S-X1 D-X1 C-X1 (cheapest) 52% Retailer Margin Marketing Mix Product Mix
  7. 7. • 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
  8. 8. Consumer Research 2003 (all customers) Importance… Quality > Features > Price > Brandname 2004 1500 own Customers 75% 30-55 Yrs 82% Women 70% - Income over $75k 60% - 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
  9. 9. Case Facts 18% 14% 6.5% 4% 3% 55.50% Market Share Star Chef Kitchen Select Culinarian Le Gorurmand Robusto Other • 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
  10. 10. 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
  11. 11. 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 Pros CoNs
  12. 12. 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

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