Case Analysis – Giant Consumer Products 1) Using data in Exhibits 1 & 4 develop solution templates in Exhibit 3 for Sanchez. From the table above‚ it is clear that the impact of a promotion cannot be considered in isolation. On the whole‚ the promotion has resulted in a loss instead of a profit for the Dinardo range of products. Considered in isolation a promotion on Dinardo 32 may look attractive but overall it’s a loss-making proposition. 2) Do you advise Sanchez to run
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| Giant Consumer Products (GCP) | | | | A. Situation Analysis: 1. Context: In early September’08 Giant consumer Products‚ Inc. (GCP) realized that Frozen food division‚ which had been growing at 2.8% (compounded annual growth) rate since 2003 to 2007 and accounted for almost 33% of GCP’s overall business volume‚ is not doing well now. The sales as well revenue volume is around 3.9% behind the target. Most specifically marketing margin (key parameter for GCP business) was also
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Market Analysis for case of Giant Consumer Products: The Sales Promotion Resource Allocation Decision by Yujun(Monica) Wang‚ ywang29@nd.edu; Ji(Shirley) Yang‚ jyang8@nd.edu Background As a market leader in frozen food industry‚ Frozen Foods Division (FFD) of Giant Consumer Product (GCP) has been proved very successful in the past 30 years‚ with national market share of 43% in the “Italian frozen dinners and entree offerings” subcategory. However in 2008‚ FFD were in sales trouble. The gross revenue
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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
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Karen Mae T. Villagonzalo Sales Promotion BSBA-MM 2-2S Assignment A. Promotional Mix‚ Components: - Promotional Mix: A specific combination of promotional methods used for one product or a family of products. - Components: Advertising - Presentation and promotion of ideas‚ goods‚ or services by an identified sponsor. Examples: Print ads‚ radio‚ television‚ billboard‚ direct mail‚ brochures and catalogs‚ signs‚ in-store displays‚ posters‚ motion
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Chapter 3 Literature Review of Sales Promotion schemes and Consumer Preference. 3.0 Promotion and Consumption 3.1 Sales promotion Schemes and Consumer Preference 3.2 Brand Equity Measurement 3.3 Sales Promotion Types and Preferences 3.4 Valence of a promotion 3.5 When Promotion is Informative 3.6 Perceived discount 3.7 Store Image 3.8 Name Brand Vs Store Brand 3.9 Change in Purchase intention due to Sales promotions 3.10 Promotion threshold 3.11 Consumer Price Formation : Reference Prices 3.12 Price
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Definition of sales promotion * An early def. of sales promotion :’Includes all those activities ‚which enhance and support mass selling and which compete and or coordinate the entire promotional mix and make the marketing mix more effective”. (John F Luick and Wiliam L Zeigher‚Sales Promotion & Modern merchandising‚TMH‚1968) * In a specific sense ‚sales promotion includes those sales activities that supplement both personal selling and advertising and coordinate them and help to make
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Benefit Congruency Framework of Sales Promotion Effectiveness Are monetary savings the only explanation for consumer response to a sales promotion? If not‚ how do the different consumer benefits of a sales promotion influence its effectiveness? To address the first question‚ this research builds a framework of the multiple consumer benefits of a sales promotion. Through a series of measurement studies‚ the authors find that monetary and nonmonetary promotions provide consumers with different levels of
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A FINAL PROJECT REPORT ON “CONSUMER PERCEPTION TOWARDS ONLINE GROCERY STORES” SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR MASTER OF MANAGEMENT STUDIES TO UNIVERSITY OF MUMBAI BY RAINU TANVEER SINGH SPECIALIZATION: MARKETING ROLL NO. 40 Batch: 2010-2012 UNDER THE GUIDANCE OF PROF. ANNIE PILLAI Guru Nanak Institute of Management Studies and Research MATUNGA‚ MUMBAI – 400 019 Table of Content Chapter No. Topic Page No. 1 Executive Summary 03 2 Literature Review 05 Industry
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MARKETING AND PROMOTION Promotion is part of marketing which can be considered as one of the youngest disciplines in the business world and is driven by innovation (Sutheralnd and Canwell‚ 2004). Within it‚ marketing communications‚ or promotion‚ is a management process through which an organization engages with its various audiences. Through understanding and audience’s communications environment‚ organizations seek to develop and present messages for their identified stakeholder groups‚ before
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