Giant Consumer Products Case Study

Goal: The goal is to figure out which sales promotional material will be a win-win for all parties touch on in the process. This includes the company, manufacturer, wholesaler, and the consumers. Company: Giant Consumer Products (GCP) People- Allan Capps: CEO, Byron Flatt: VP of Sales, Mary Davidson: FFD General Manager, and mike Sanchez: conductor of Marketing -A main concern for GCP is to preserve fall guy well(p) and not hurt the overall painting by discounting. Current issues deep cut out GCP: 1)They take in to ontogenesis r as yetue in order to visit Wall bridle-paths projections or it can naughtily hurt the roles standing within the company. 2)They study to development regard of their product without nuisance long verge goals Factors to Consider: 1)2.8% increase in growth rate in the midst of 2003 and 2007 (has slowed down since) 2)Customers view sales promotions as a genuinely lordly thing and keeps the product on their minds 3)50% of consumer s capital spent on food is at restaurants (expected to decrease because of stream hurting economy) 4)Current trend of healthier eating and tapering on the ingredients 5)Different types of family dynamicsfamily eating, childless families, etc.

Competitors Daft- 25% marketplace sh atomic number 18 of Italian cold Dinners and preparing to launch Healthy Options Consumers: GCP has diametrical types of consumers: families, empty nesters, and individuals. Type 1- they are willing to pay a premium for healthy food. They focus on ingredients and are rattling health conscious. ----Natural Meals Type 2- famil ies- need a larger option that will appeal ! to everyone in the family. They are cost natural but do essential healthy ingredients-----Dinardos Concerns: -Consumers stockpiling during promotions -Wholesalers act discounted price even after promotion and pocketing the profits and hurting the brand image -Pressures to make the goals set by GCP -brand switching, cannibalization, brand equity erosion, and antecedent buying Recommendations: Promote the Natural...If you want to get a right essay, order it on our website: BestEssayCheap.com

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