Foods Phillips
Phillips Food, Inc. Case
Questions 1. What should be the objectives for the sales promotion program for King Crab products?
* Create more interest to customers to buy their products, letting them know that they offer a good quality and tasty product that can be put on the table in minutes. * Increase penetration of home cooking products. * Teach customers the different ways to prepare the product by giving recipes, and also giving information about the nutritional facts. * Have more ads in local TVs, newspapers, magazines and internet websites. * Increase share of seafood sales in warehouse’s by making it part of weekly food.
2. Which trade promotions should Phillips Food offer to make sure grocers stock King Crab products? Defend your choices.
The King Crab has only focused in trade shows, in where companies can attract retailers and distributors to start a negotiation and finally to buy the product. Trade shows helps companies to build relations and helps them to keep those relations for long time.
The Boston Seafood show is a very important show for all seafood producers, so Phillips must be there with a very big and well-designed exhibit, it is also necessary to hire enough employees to assist the customers in order to facilitate the sales and to explain them about the benefits and characteristics of the products.
Not all the customers can go to the Trade Show, so it is important to have other ways of information and advertisement, it means an extra cost but it is necessary because if not, we can lose sales. The direct mailing will work perfectly because the 56.1% of the companies uses this media and as a result they get lead generation that is something similar to what they can get by the trade shows.
3. Which consumer promotions should Phillips Food use to attract retail grocery store customers to buy King Crab products? Explain your reasoning.
We’ll use the Icelator Bin during promotions and the display on
Questions 1. What should be the objectives for the sales promotion program for King Crab products?
* Create more interest to customers to buy their products, letting them know that they offer a good quality and tasty product that can be put on the table in minutes. * Increase penetration of home cooking products. * Teach customers the different ways to prepare the product by giving recipes, and also giving information about the nutritional facts. * Have more ads in local TVs, newspapers, magazines and internet websites. * Increase share of seafood sales in warehouse’s by making it part of weekly food.
2. Which trade promotions should Phillips Food offer to make sure grocers stock King Crab products? Defend your choices.
The King Crab has only focused in trade shows, in where companies can attract retailers and distributors to start a negotiation and finally to buy the product. Trade shows helps companies to build relations and helps them to keep those relations for long time.
The Boston Seafood show is a very important show for all seafood producers, so Phillips must be there with a very big and well-designed exhibit, it is also necessary to hire enough employees to assist the customers in order to facilitate the sales and to explain them about the benefits and characteristics of the products.
Not all the customers can go to the Trade Show, so it is important to have other ways of information and advertisement, it means an extra cost but it is necessary because if not, we can lose sales. The direct mailing will work perfectly because the 56.1% of the companies uses this media and as a result they get lead generation that is something similar to what they can get by the trade shows.
3. Which consumer promotions should Phillips Food use to attract retail grocery store customers to buy King Crab products? Explain your reasoning.
We’ll use the Icelator Bin during promotions and the display on