centerbottom10500090000centercenter0105000centercenter0105000centertop10500090000 Culinarian Cookware: Pondering Price Promotion -- Case Study Executive SummaryCulinarian shapes its brand image by using excellent quality items and superior aesthetics. In 2006‚ Audrey Roux‚ the CEO of Culinarian Cookware company‚ presented programs which focus on four strategic priorities to increase earnings. Culinarian is a manufacturing cookware company‚ which designs‚ manufactures‚ distributes‚ and marks premium performance
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Case Analysis Culinarian Cookware: Pondering Price Promotion Situation Summary As a market leading brand primarily focusing in designing‚ manufacturing‚ distributing and marketing premium cookware‚ Culinarian Cookware takes pride in its outstanding product quality‚ advanced performance technology and the strong dealership with retail stores established throughout the years‚ which Donald Janus‚ the VP of Marketing believes makes Culinarian stands strong in its competitive industry. In regardless of
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Situation: Culinarian Cookware produces premium performance cookware. It occupied 6.5% market share‚ which is the highest among the premium lines. There is a challenge between sales department and marketing department. The sales manger wants to implement the price promotion‚ because she believes that discount can increase commitment and brand awareness. However‚ the VP of marketing cannot accept price promotion. He worries that the discount will hurt brand image as premium products. Furthermore
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Culinarian Cookware: 1. Describe the consumer segments and a typical consumer buying decision-making process. consumer segment: Income over $75‚000‚ income under $75‚000 Consumer buying decision-making process: problem recognition‚ information search‚ alternative evaluation‚ purchase decision and post-purchase behavior. 2. Summarize Culinarian’s strengths and weaknesses. Do you think it makes sense for Culinarian to emphasize push or pull promotions? strengths: a. Advanced performance
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Case Analysis for Culinarian Cookware 2006-2010 March 28‚ 2010 Table of Contents Executive Summary Situational Analysis A. Environment I. Economic conditions and trends As evidenced by the case material‚ the US cookware market experienced growth by generating approximately $3.36 billion in revenues from 2002 to 2006. However‚ due to economic recession of the recent years (2008-present)‚ cookware market
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1. Describe consumer behavior in the cookware market. How is cookware bought? How is it sold? What are the implications for Culinarian’s marketing strategy? Cookwre was bought either by piece or in a boxed set. Below are two graphs about how cookware is bought and sold. How is cookware bought: How is cookware sold: Implications: * There is a big potential in mass merchandise outlet‚ which has not been explored yet. * Enhance cooperative relationships with department store‚ because
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Advising a price promotion plan for Culinarian cookware [pic] Culinarian is a strong brand that is ready for a successful 2007. We have reviewed the marketing mix of push vs. pull tactics‚ compared them to the industry‚ and examined past performance in this area. Most importantly‚ we have examined 2004’s price promotion and drawn conclusions that have allowed us to make recommendations for this coming year. Outlined below are our findings‚ with accompanying appendixes. Culinarian uses an
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I. Consumer Behavior Culinarian cookware is sold through retailers and directly to consumers. Culinarian has carefully cultivated relationships with its limited retail network‚ comprised of three upscale kitchen specialty chains‚ two department store chains‚ and 75 local specialty stores. Direct-to-consumer sales are made through Culinarian’s website or its catalogs. Because Culinarian relies on a variety of intermediaries to sell its products through retail channels (see Exhibit A for details)
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[pic] MARKETING II(post case analysis) Loyalty Program[pic] Sales Promotion is a key ingredient in marketing campaigns which consists of a collection of incentive tools‚ mostly short term that are designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade. Sales contests/incentives: Aims at including the sales force or dealers to increase their sales results over a stated
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