Reliance Essay

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Integrated Marketing Communications Reliance Baking Soda: Optimizing Promotional Spending 10/25/2012 What is your recommendation for how Regnante can achieve her 2008 profit target? Develop a pro forma income statement (template in exhibit 10). Marketing and Communication Objective: Anna Regnante has been promoted to Domestic Brand Director’s position for Reliance Baking Soda. Her marketing objective is to develop a 2008 budget P&L that would result in a 10% increase in profit over 2007 estimates. In order to achieve her marketing objective, she has to allocate communication budget in such a way that it would result in 10% increase in profit over 2007 estimates. Marketing Mix Strategies: RBS had high distribution penetration. Maximum distribution was of 1 lb box. There was a 150 person sales team to manage retail and wholesale accounts. Sales-force was incentivized by a quota system with quarterly volume quotas. Manufacturing Selling Prices of RBS increased 3 times in previous 5 years. Price increases were due to increase in raw material cost by 11%. Advertising was focused on new uses of product like pet care, baby care, pool care, outdoor care etc and emphasized non-toxic benefits of product. In 2006 too much RBS product moved in the market, so need to deplete Inventory and increase sales RBS More aggressive in promotion during last 3 years. In 2006 consumer promotion had 4 parts and mainly focused on cash refunds, advertisements in women magazines, use of coupons and twin packs. In 2007 consumer promotions budget was cut and Regnante had to decide on the level and timings of consumer promotions. Trade promotions focused on discount on invoices, free cases, performance discount incentives and temporary discount used to promote sales. Past data about trade promotions shows that a lot of discount was given. There was a chance that promotions

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