Culinarian Cookware

Mba3 RMS Grp-09HeenaChayyaManpreet

Case Synopsis

Brand Vision: To provide Customers, the cookware's with superior quality & most advanced technology. To make their cooking, a better experience

Donald JanusVictoria Brown

No Price discounts

Give Price discounts

About Cullinarian•Premium cookwares with most advanced technology•Invented Copper coating technology

I love this cookware

range

Copper cookwares

Trend: Designer cookwares, Endorsed by professionals

Ceo : 2006 Strategic Priorities

1. Widen network

2. Increase Market Share

3. Preserve Brand Image

15 % revenue GrowthMBT-12%

PRO-X1(Best) S-X1 D-X1 C-X1

(cheapest)

52% Retailer Margin

Marketing MixProduct Mix

• Great sales team Sales team 8 account managers, 1 visit/ month, incentive program• Advertising : 4% of sales (4 Million)•National advertisements, Magazines & Newspapers• No co-operative advertisements.• 52% Margin• Pricing : not $199.99 but $200.00• Objective : Not only to increase trade, but to broaden customer base & stimulate excitement for brand.

Distribution, Promotion, & Pricing

Consumer Research

2003(all customers)

Importance…Quality > Features > Price > Brandname

20041500 own Customers75% 30-55 Yrs82% Women70% - Income over $75k60% - Cooking hobby

2005(Telephone survey, Who

purchase Cook ware)Brand awareness•15% in less than $75k Income group• 25% in above 75k$ income group

•Only 4 % seen advertising

Case Facts

18%

14%

7%

4%3

%

56%

Market Share

Star ChefKitchen SelectCulinarianLe GorurmandRobustoOther

• 3.36bn $ industry• 104 mn$ revenue of the company in 2005• 4mn$ advertising expense• 184987 units sold in 2004• 56% customers felt price disc. Is important

To Offer Price promotion or Not?

21 % growth target

Wrong estimation

of 2004 campaign

results

To maintain Premium

Brand image

No free gifts as promotion as retailers don’t

like it

Problem Defined

Pros & Cons of Price Promotions• Victoria is in Support

• 2006 aim is to increase revenue by 21%

• Sales force complain, Retailers demanding 30 % price promotion to boost awareness

• New Customer engagement

• 56% customers in 2004 research told that price discount encouraged buyng decision.

15% Ready to upgrade

• Donald Janus supported

• 2004 price promotion had negative impact on sales according to Donald

• Image may be harmed

• Full discount don’t reach to actual customers

ProsCoNs

Conclusion• To get endorsed by Professionals.• Cash Back schemes• Partnership with financial services, 0% EMI schemes• Co-operative Advertising • Launch extra premium Range, Culinarian Super