Culinarian Cookware case study analysis
-
Upload
saurabh-mhase -
Category
Presentations & Public Speaking
-
view
137 -
download
3
description
Transcript of Culinarian Cookware case study analysis
Culinarian Cookware case analysis
Presented by: Sarang BanubakdeSaurabh MhaseVarun Balakrishnan
Case synopsis • Case talks about Culinarian Cookware adopting the
price promotion strategy
• In 2004 according to an external research the price promotion found out to have negative impact on profits
• According to sales manager the 2004 campaign was successful and believed it to be profitable
• Dilemma remains for the price based promotion
Case Facts6.5%
Market Share$3.3 BN
Industry Size
Aluminum
Stainless steel
POICast Iron
Copper
CX1,DX1,SX1,PROX1
Widen Network
Increase Market share
Omnichannel Distribution
Grow by 15%STRATEGIES
Market Share in Cookware Industry
Starchef 18% Kitchen Select 14%
Le Gaurmand 4%
Robous 2 3%
Culinarian 6.55%
Rest others
4% of sales 25%
Brand Advertisement Budget
Brand Awareness
Consultant Brown
Profit Incremental
$-469489 $2397994
Loss due to cannibalization
$-99332 NA
Promotion Contribution
$529281 $2397994
2004 Promotions Analysis
Adoption of Price
Promotion
PROBLEM DEFINITIONCannibalization
of DX1 lineHigh Quality Elite
brand - Positioning
Allocation of Margins
with trade partners
Discrepancy in the Sales figures found by Brown
Recommendations• They should come up with a Mid/low end product to target the
Mass Market under a new name so that the ‘Premium’ image is still maintained.
• Continue with Price promotions but only limited to low end product line during seasonal peak sales month, eg: with CX1 line.
• Consider partnering with Celebrity Chefs as brand ambassadors.• Limited giveaway during promotions of DX1 line and increase
the nation wide advertisements.
Thank You