Analyze the effectiveness of past RBS trade and consumer promotional events. How have the promotions impacted sales volumes, ROI? 3. compare relative merits of push vs. pull strategy for a low-involvement item in a mature market 4. what are recommendations for Regnante to achive 2008 profit target? what changes do you propose to trade and consumer promotions to make them more effective?
Develop a pro forma income statement (see template in Case Exhibit 10) and be prepared to discuss and ahre your recommendations and analysis to the class. Decision to be made Anna Regnante, has been promoted to Domestic Brand Director’s position for Reliance Baking Soda. Reganante has to develop a 2008 budget P&L that would result in a 105 increase in profit over 2007 estimates. Stewart Corporation Stewart Corporation had four divisions i. e. Household, Beauty, Foods and International.
In 2006 the company generated $150 million in net income and $558 million in profit. Household division was responsible for $400 sales and included baking soda, laundry detergents, window cleaners and disinfectant, wipes. The income statement of RBS clearly shows that a lot of income was spent on promoting the product in2006 as a result of which the product sales did not fall much in the second quarter, as compared to the first one in 2007.
Marketing Mix Considerations Distribution •High distribution penetration Maximum distribution by one lb box and varies by channel •150 person sales team to manage retail and wholesale accounts •Sales-force incentivized by a quota system with quarterly volume quotas •Most compensation to salesperson came from bonuses pricing •Selling Prices of RBS increased 3 times in previous 5 years •Price increase on all product sizes in 2006-2007 •Price increases were due to increase in raw material cost by 11 % Advertising •Focused on new uses of product •Move to put RBS in realm of pet care, baby care, pool care outdoor care •
The Essay on Allied Health Care Products
In general terms, health economists analyze the health effects of behaviors—the finances, efficacy and operations of health care systems —and the competitive symmetry in the five health markets. The five health markets generally studied are: * Health care financing market * Physician and nurses services market * Institutional services market * Input factors market * Professional education market ...
Focused on non-toxic benefits of product In 2006 too much RBS product moved in the market, so need to deplete Inventory and increase sales consumer promotion More aggressive in promotion in last 3 years, since 2005 2006 consumer promotion had 4 parts— •The first event was launched in January $2 cash refund for purchase of RBS and 4 additional household brands. Advertisements were made in women’s magazine, Sunday newspaper and company website. •
In April set of coupons for 5 household brands was included in 6 million boxes of Brilliance Laundry detergent. In June shrink-wrapped twin pack of 1 lb boxes and a $1 cash refund inside the pack with proof of purchase of 2 1 lb boxes. •2 page advertising supplement launched in September in top 4 women’s magazine. Trade promotions • Discount on invoices for cases ordered in promotion period. • Free cases with a purchase of a minimum order.
Performance discount incentives for providing verifiable merchandising and advertising support. •Temporary discount used to promote sales • Trade promotions lasted 3 to 6 weeks. Past data about trade promotions show that lot of discount given • Promotions may increase hoarding and disrupt normal buy cycle • Advertising trade support much lower than that of competitors Additional Research • Shows that Trade promotions have been fairly successful barring 2 occasions. •Trade promotions produced attractive results. • Re-allocation of Trade budget not suitable Regnante’s Decision 1) Effectiveness of prior trade promotion strategies 2) Bottom line effects of price increase. 3) Changes made to marketing expenditures, advertising, consumer promotion, trade promotion, i. e. budget that would increase profit by 10%
The Essay on Promotion – Reliance Baking Soda Case
... of increasing profits by 10% than last year she must improve trade and consumer promotion strategies and reallocate budgets for promotions and advertising. ... in bulk with an incentive of free cases or discounts, to gyms for example, is also an effective strategy. ... Some examples that RBS used were sales promotions, coupons for larger boxes, advertising of other products in their product line, ...
