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Culinarial cookware case study By manpreet singh digital
Culinarian is a cookware brand that aims to provide high quality products with advanced technology. In 2006, its strategic priorities are to widen its network, increase market share, and preserve its brand image with a revenue growth target of 15%. While a sales manager supports offering price promotions to boost awareness and engagement, the CEO believes it could harm the brand image based on negative results from 2004 promotions. The document considers pros and cons of price promotions versus alternative promotional strategies like cash back schemes and cooperative advertising to meet growth targets while maintaining a premium brand image.
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Overview of Culinarian Cookware and the team involved in the Mba3 RMS Group.
Culinarian's vision focuses on providing superior quality cookware and advanced technology for better cooking experiences.
Discussion on price discounts, contrasting views of Donald Janus and Victoria Brown regarding pricing.
Introduction of premium cookware featuring copper coating technology, endorsed by professionals, emphasizing designer cookware trends.
Ceo outlines priorities to widen network, increase market share, and preserve brand image with a target of 15% revenue growth.
Details of product mix and retailer margins, showcasing best to cheapest cookware options.
Sales team structure, advertising budget, promotional objectives, and pricing strategy.
Consumer research results showing importance of quality, demographics of customers, and brand awareness.
Market share breakdown, industry size, company's revenue in 2005, and advertising expenses.
Discussion on whether to offer price promotions, growth targets, and maintaining a premium brand image.
Explores pros and cons of price promotions, sales force demands, customer insights, and impacts on brand image.
Recommendations for endorsement, cashback schemes, cooperative advertising, and launching a premium range.
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Culinarial cookware case study By manpreet singh digital
- 1. Culinarian Cookware Mba3 RMSGrp-09 Heena Chayya Manpreet
- 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. Donald JanusVictoria Brown NoPrice discounts Give Price discounts
- 4. About Cullinarian •Premium cookwareswith most advanced technology •Invented Copper coating technology I love this cookware range Copper cookwares Trend: Designer cookwares, Endorsed by professionals
- 5. Ceo : 2006Strategic Priorities 1. Widen network 2. Increase Market Share 3. Preserve Brand Image 15 % revenue Growth MBT-12%
- 6. PRO-X1 (Best) S-X1 D-X1C-X1 (cheapest) 52% Retailer Margin Marketing Mix Product Mix
- 7. • Great salesteam 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. 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. Case Facts 18% 14% 6.5% 4% 3% 55.50% Market Share StarChef 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. To Offer Price promotionor 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. Pros & Consof 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. Conclusion • To getendorsed by Professionals. • Cash Back schemes • Partnership with financial services, 0% EMI schemes • Co-operative Advertising • Launch extra premium Range, Culinarian Super