A.1. Steak Sauce had done well in sales, and was able to secure excellent margins for Kraft Foods Inc. with a market share of approximately 50% and a brand awareness that was second to none (Kerin & Peterson, 631). However due to a decrease in beef consumption in United States, Kraft Foods Inc. witnessed a drop in sales which led to subsequent stagnation as sales of the Steak Sauce flattened out. And despite an increase in dollar sales due to higher prices for the sauce, the unit and volume sales of the sauce continued on a flattened trajectory. A.1.
In Saxonville, bratwurst revenues had been constant but there was fall in revenue of breakfast sausage. Italian sausage was the only product that had an annual growth rate of 9% in 2004 and 15% in 2005. Saxonville’s Vivio had matched the level of market growth. In the present situation Saxonville needs to develop a product that meets with the demands of the customers. They can either launch a new product or enhance the market of Vivio.
Company Case 14 Burger King: Promoting a Food Fight Challenging Conventional Wisdom In early 2004, as Burger King’s CEO Brad Blum reviewed the company’s 2003 outcomes, he decided once again that he had to do something to spice up BK’s bland performance. Industry leader McDonald’s had just reported a 9 percent sales jump in 2003 to a total of $22.1 billion while number-two BK’s U.S. sales had slipped about five percent to $7.9 billion. Further, number-three Wendy’s sales had spiked 11 percent to $7.4 billion, putting it in a position to overtake BK. Blum surprised the fast-food industry by abruptly firing the firm’s advertising agency, Young & Rubicam (Y&R) and awarding its global creative account to a small, Miami-based, upstart firm Crispin Porter + Bogusky (Crispin). The switch marked the fifth time in four years that BK had moved its account!
Summary Windham, one of 50 Hamburger Haven franchises owned by Patterson-Erie, was not performing as well as the company had hoped. Cameron McCormick wanted to evaluate the situation thoroughly before meeting with the chief executive officer(CEO) of the company, William Patterson. The fast food industry, or the “quick service industry,” capitalized on the customer’s preference for a fast, inexpensive and tasty meal. The industry had experienced extreme growth. The fast food industry was extremely seasonal with peak sales occurring in the summer months.
Case Synopsis This case is about a privately held medium sized meat processing company located in the Northeast. In 2004 its annual sales had been approximately $140 million. Kayem's top selling product was hot dogs and since the company's founding, the marketing strategy had been to focus its product offering as high quality delicatessen meat. Al Fresco was a gourmet chicken sausage introduced in 1999 in order to make a significant entry into the gourmet food category. In 2003 sales for Al Fresco were .80 million pounds and in 2004 sales were 1.26 million pounds.
Critical Analysis of Super Size Me McDonald’s feeds more people each day than the entire population of Spain. It is facts such as these that inspired independent filmmaker Morgan Spurlock to investigate deeply into the full effects of America's favorite fast food joint. However, Spurlock chose not to take the typical approach. Instead, he chose to launch a thirty day trial diet called the "McDiet." Over the course of a month, Spurlock commited himself to a diet consisting purely of McDonalds menu items.
Prepare a 9-cell industry attractiveness/business strength matrix assessing Sara Lee’s business units (attach file containing your table/matrix). What is your assessment of the long-term attractiveness of the industries represented in Sara Lee’s business portfolio? Please see attachment for the 9-cell industry attractiveness/business strength matrix. • Packaged meat industry - $9.6 billion North American packaged-meat industry. Sales of Meats in North America improved by 5% • Fresh bakery business – sales increase $91m in 2003 to $2.1 billion in 2008.
Rob Goodman- the Louis Rich Category Manager, advised to focus on brand awareness, and the introduction of the recently developed products, by increasing the advertising budget by 22 million. Jane Morley- the Director of Finance and planning counseled McGraw to go all out and buy three small scale, but successful, brands-Chicken Rite, Turkey Time and Crabbies Inc. Jim Longstreet proposes two innovations- Zappetites and Lunchables, with the focus being on ready to eat, microwavable products to “boost convenience.” Lastly, Eric Stanger roots for a 10 cent per product price cut on core Oscar Mayer branded offerings and an increase in the advertisement and promotion budget by 25 million. Now Mc Graw has to choose an idea out of all the terrific plan of action put forth by his team of managers. CONCEPTS Targeted Consumers – The Target Audience for Oscar Mayer is primarily the working Mothers and children. Although the products are mostly consumed by kids, the
Case 1 Barbecue Blues Sauce Company 1. As small companies such as The Barbecue Blues Sauce Company achieve success, they inevitably move toward more formulated marketing, where they utilize all marketing tools at their disposal. Marketing strategy focuses on long-term company objectives and involves planning marketing programs so that they help a company realize its goals. Companies rely on marketing strategies for established product lines or services as well as for new products and services. Base on the information provided in the Executive Summary, I recommend the new formulation of barbecue sauce be marked, in addition to the original sauce, through retail grocery and specialty food market because, in the Executive Summary, 83% of study participations claim to use barbecue sauce at home and the average number of times in the last month barbecue sauce was used while cooking at home was 2.67.
It takes 10 pounds of raw milk for 1 pound of cheese. This makes it not only profitable to produce but also to transport economically and sell at a higher price per pound. The SRI study recommended that California’s dairies focus on retail (mass grocery and specialty food stores), foodservice (restaurants), and food manufacturing (prepared or frozen foods). California Milk Advisory Board’s first steps involved decision to create a unique identity or image different from others. This could make a turning point in their integrated marketing communications program.