Cullinarian Cookware Essay

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Culinarian Cookware: Promoting Profitably January 19, 2010 Marketing Decisions A. Introduction The management team of Culinarian Cookware is contemplating the strategy of price promotion for their line of premium cookware. Though the VP of Marketing, Donald Janus, and the Senior Sales Manager, Victoria Brown, differ in their perception of price promotion, they are committed to the four strategic priorities of the brand: a widening of the distribution network, an increase in market share, the preservation of its prestigious image, and a continuation of 15% revenue growth with pre-tax earnings of 12%. This analysis will cover the benefits and drawbacks of the current price promotion strategy, analyze the validity of the consultants’ report, explore possible alternatives, and propose a final recommendation. Ideally, Culinarian Cookware will be able to meet the needs of its stakeholders, while protecting the integrity of the prestigious brand name. B. Identification of Major Stakeholders and Problems, Goals, and Concerns The major stakeholders include the senior management team of Culinarian Cookware, the consumers, the retailers or trade partners, and finally the competition. Though management is currently in disagreement as to the best way to approach the price promotion strategy, they ultimately share the same company values. It is noted that Janus’ primary goal is to keep the name of Culinarian Cookware associated with high quality and prestige, so positioning strategies must not cause any erosion of the elite reputation. The retailers, or trade partners, are responsible for distributing the products to the consumers. Brown believes that the retailers play a critical role in delivering on Culinarian’s value proposition of performance, durability, and quality (HBP, p. 2). To that end, the trade partners must be satisfied with their

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