Rbs - Case Study Example

Marketing and communications would come up with an ad campaign to launch the new service. This would include why the new service is good for the community and how it will better serve them.

Probably increase marketing, promotional and expenses related to discounts in the subsequent year due to “Premier Vision” plan.

I. Executive Summary II. Situation Analysis o Market Summary  Target Market Demographics  Geographic  Demographics  Behavior Factors Market Needs Market Trends Market Growth o SWOT Analysis  Strengths  Weaknesses  Opportunities  Threats o Competition o Product Offering o Keys to Success o Critical Issues III. Marketing Strategy o Mission o Marketing Objectives o Financial Objectives o Target Markets o Positioning o Strategies o Marketing Mix o Marketing Research o Action Plan IV. Financials o o o V. Controls o o o VI. Summary Implementation Marketing Organization Contingency Planning Breakeven Analysis Sales Forecast Expense Forecast

Lastly, the company suggest to expand their current inventory through increasing production and capacity. With the increase in production rate the company can gain more consumers as a whole through supply and demand. Doing this would give the company an opportunity for more exposure and perhaps better brand recognition.

Another advertising & promotion technique they could use is Groupon, which was an appealing option because it involves zero start up cost and a wide customer reach.

2.) Increase promotional and advertising efforts at the store level to enhance consumer awareness and demand to foster re-purchases by the retail stores.

marketing mix to use to increase Reliance Baking Soda’s (RBS) profit by 10% in 2008.

The Pillsbury Cookie Challenge is a case study written by Natalie Mauro under the supervision of Professor Allison Johnson. The case study creates an open discussion about what the marketing manager of the refrigerated baked goods category for Canada General Mills should do to revive his products. Ivan Guillen, the marketing manager, was faced with tough challenges. He was initially “…faced with the challenge of developing a strategy that would lead to improved business performance on his category” (Johnson and Mauro, p.1, 2011). To clarify, Guillen’s category is refrigerated baked goods (RBG), which means, this category is his marketing responsibility. The issue here is that “RBG was GMCC’s fourth largest category, and its performance over the past two years had been less than stellar” (Johnson and Mauro, p.1, 2011). It is important to note that GMCC stands for General Mills Canada Corporation. Pillsbury has enjoyed majority market share in the RBG category in Canada, however, recently, the market was experiencing only moderate growth. Guillen was disappointed that their goal of 5%-7% market growth was not being achieved mainly in the refrigerated cookie dough segment. To be exact, their volume growth for two years was flat and they were having difficulty reaching new households. There was a shift among consumer’s purchases, which Guillen was challenged to figure out why.

As marketing manager of the RBG business, Ivan Guillen must propose a solution to repair Pillsbury refrigerated baked goods (RGB)’s business performance. Since the refrigerated-cookie product line consisted of 62% of RBG’s unit sales and over 75% of the company’s profits, Guillen found it appropriate to alter this segment in the market. Proposing this idea to GMCC would require Guillen to consider all the challenges he faces. Guillen will have to discover a strategy to increase household penetration since it has fallen to 24% in the past few years. The lack in market penetration has

Trade promotions and cooperative advertising are part of a push strategy. Trade promotion is directed towards retailers and takes the form of catalogs, trade magazine advertisements, booklets for consumers, and displays. Using gallery stores will attract and serve their target customers, the 40- to 59-year-old homeowner with an annual household income over $100,000. Also, 78% of the survey respondents state that displaying furniture in individual room settings is somewhat important to very important. Half of the $225,000 deducted from cooperative advertising will be added to the trade promotions fund. Also, an amount of $12,000 is added to the trade promotions fund to assist their salespeople servicing the 50 new accounts. The trade promotions fund will have a total of $591,500. Cooperative advertising is usually spent on newspaper advertising in a retailer’s city. The reduced funds of cooperative advertising for BatesManor will diminish the amount of newspaper advertisements.

* Recently the company had introduced a more concentrated, also called compacted, powder laundry detergent in Target® stores at the end of February 2011 and results from the first two months were better than anyone had expected.

This would help promote and foster a system that could generate dates and holidays for special sales and savings. It would calculate how much of an item would have to be on hand in order for the company to meet its supply and demand.

Continue to offer better rewards programs, and expand those to markets outside of the UK.

Also, a problem existed with trade promotion events due to the fact that the company did not negotiate or set a price with the trade on what to sale its products for when they were purchased during a trade promotion. By not having set promotional retail prices, the trade was allowed to stock up on inventory at reduced prices. They did not have to extend the savings to the consumer. This ultimately caused a loss in profit for RBS. To make matters worse, these trade promotions often overlapped with consumer promotions. Therefore, it is hard to tell what the actual real incremental profits for the promotions were.

With the selling season for residential pool chemicals almost over, Soren must make its decision on a push and pull strategy to best salvage what remains of the current year and position Coracle for next year’s selling season. Reaching the goal of $1.5 million in sales of Coracle has become increasingly unrealistic, so it is important to at least see more improvement in the amount of sales for the rest of the year. Because of such poor sales performance in the first half of the year, Soren must choose the channel management strategy requires minimal investment and best creates a chance for Coracle to be in greater demand going into year two.