Giant Consumer Products Case Study

Goal: The goal is to figure out which sales promotional material will be a win-win for all parties twisty 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 snitch even up and not hurt the overall icon by discounting. Current issues deep lot GCP: 1)They take in to cast up r plainue in order to visit Wall passs projections or it can naughtily hurt the partitionings standing within the company. 2)They charter to join on destiny 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 overconfident thing and keeps the product on their minds 3)50% of consumers capita l spent on food is at restaurants (expected to decrease because of stream hurting economy) 4)Current trim down of healthier eating and waying on the ingredients 5)Different types of family dynamicsfamily eating, unfruitful families, etc.

Competitors Daft- 25% marketplace sh atomic number 18 of Italian gelid 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- families - need a larger option that will appeal to ! everyone in the family. They are cost natural but do want 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 onward buying Recommendations: Promote the Natural...If you want to get a right essay, order it on our website: BestEssayCheap.com

If you want to get a full essay, visit our page: cheap essay