pasta

1. LITTLE ITALY PASTA
COMPANY
Presented By:-
• Gunasekaran
• Harihara sudhan
• Mohamed Asik
• Arun Prasanth
• Ameer C S

2. Case Briefing
Incurring low profits with high sales.
Fault of the new marketing manager, Mitchell.
Mitchell’s plan was to dramatically increase market share from
a long term perspective.
Increase in the market share for Little pasta with dramatic
increase in marketing expenses.
Cost of operation was not compensated by the sales.
Three different marketing consultants,.

3. Financial Figures
Year Year 1 Year 2 Year 3
Sales ($m’s) 7.4 8.2 11.0
Market share 6.1% 6.5% 7.9%
COGS ($m’s) 2.2 2.4 3.2
Marketing expenses ($m’s) 1.4 1.5 3.7
Fixed Costs ($m’s) 2.6 2.7 2.9
Pre-tax profit ($m’s) 1.2 1.6 1.2
Brand awareness 16% 17% 25%

4. Alternate Suggestion Plan
Focus on strength
Reduce marketing expenses
Focus on all segment
Acquire more shelf space
Find out new customer
Analyses the preference of customer

5. STRATEGIES
Consultant 1 – Jasmine
Problem due to lack of access to major super market chain
Proposed solution;
Expansion of business .
Consultant 2 – Grace
Good distribution channel
Proposed Solution:
Enhance positioning

6. Consultant 3 – Neville
Wants of customer
Proposed Solution
Innovation in product..
Current Marketing Manager – Mitchell
Proposed Solution
Brand building
STRATEGIES

7. Thank You