Culinarian Cookware - Group 1
Culinarian Cookware - Group 1
SALES PROMOTION
CULINARIAN COOKWARE:
PONDERING PRICE PROMOTION
Group 1
Q.1 Describe consumer behaviour in the cookware market. How is
cookware bought? How is it sold? What are the implications for
Culinarian’s marketing strategy?
2
Online Retailers
Direct TV sales Catalogues
(amazon)
Q.1 Describe consumer behaviour in the cookware market. How is
cookware bought? How is it sold? What are the implications for
Culinarian’s marketing strategy?
3
Strengths: Weaknesses:
Strong research and development Infrequent campaigns and lack of
Industry leader in cookware technology consistent product promotion
Clear strategic direction Management differences on price
Consistent marketing image and message promotions
Strong brand name in quality and highest Advertising and lack of brand
product quality awareness
Strong customer feedback loop Poor inventory planning during
Industry leader in retailer relationships promotion times
Clear and strong management philosophy Seasonal sales swings
Highly scrutinized business before Loss of market share due to brand
implementation awareness
Highly motivated employees Limited distribution channels
All products under one brand name
Q.2 What are Culinarian’s strengths and weaknesses?
Why has the company been successful?
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4. Previously in May 2005 the plant was not able to handle the surge in
demand during the 20% price promotion which was accompanied by trade
overbuying during promotion period to pocket the difference later.
Q.4. If a price promotion is not suitable, think about another type of sales
promotion (e.g., manufacturer rebate program, gift with purchase,
sweepstakes, product placement, etc.) to recommend.
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