Culinary Essay

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Ajay Jain Pricing Strategy Professor Gordon February 23, 2012 Case: Culinarian Cookware 1. Thinking about the specifics of consumer behavior in the cookware market (e.g., How is cookware bought? How is it sold?), what are the implications for Culinarian’s marketing strategy? The cooking market has been seeing growth from 2002 through 2006 at a 12.5%. Culinarian cookware has had a 6% market share and it caters to premium segment. • Culinarian has opted out of the mass merchandiser market. This entails that their brand is very important to them and they would not like it to be tarnished in the mass merchandise market. • Pricing promotions should be determined after extensive research as per the research we learned from the questions below. 2. What are Culinarian’s strengths and weakenesses? Why has the company been successful? Strengths: • Product has advanced performance technology for advanced cooks. • A range of 4 product lines for high end customers. • Leader in Metallurgy Technology and the first manufacturer to provide the benefits of copper cookware with effortless cleaning and maintenance. • Sales Account Managers visited customers once a month. • The compensation was good because of the way it was set up for the employees. • Increase in ad spending created better brand awareness. Weaknesses: • They had higher retailer margins and could have given market share to other two companies. • Not much of a barrier to entry in this business • Management not been happy with the decreased prices in order to increase market share. The company has been so successful because of the four different ranges of high quality products they have. The high end technology caters to serious cooks and high end consumers. A lot of money has been spent on advertising compared to the

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