Giant Consumers

1232 Words Jul 26th, 2013 5 Pages
About Giant Consumer Products :
This case describes sales promotion strategy at frozen foods maker Giant Consumer Products. The case focuses on the multi-disciplinary facets of brand management and sales promotion. Started with background analysis, problem statement, problem analysis, identification and assessment of alternatives, and recommendation and implementation.

Following apspects are included in the case : consumer products marketing strategy food industry brand equity brand management quantitative analysis of return sales promotion return on marketing investment (ROMI)
Cannibalization
Promotion plan
Forwarding buying
Pass-through
Stock Piling
Brand Equity Erosion
Customer Buying pattern

Frozen food division (FFD)
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| | |
|Total Effect of D32 Promotion | $ (1,197,278.37) | |
|Total Effect of D16 Promotion | | $ |
| | |2,775,636.96 |
|Total Brand Impact from Promotion on Marketing Margin | | |
|Total Effect of D32 Promotion | $ 2,576,012.75 | |
|Total Effect of D16 Promotion | | $ |
| | |(879,443.14) |
|ROMI |71% |-20% |

Brand Awareness campaign – Natural Meals

|Average Monthly Incremental Volume for Natural Meals |705,252 |
|Average % Store Promoting for Natural |7.61 |
|Average Monthly Incremental Volume /Promo Point |92,674 |
|Incremental Volume from 25% Promo Points |2,316,859 |
|Revenue change

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