Casestudy solution presentation of cullinarian cookware casestudy by Manpreet singh digital

1. Culinarian Cookware
Mba3 RMS Grp-09
Heena
Chayya
Manpreet

2. Case Synopsis
Brand Vision: To provide Customers, the
cookware's with superior quality & most
advanced technology. To make their
cooking, a better experience

3. Donald JanusVictoria Brown
No Price
discounts
Give Price discounts

4. About Cullinarian
•Premium cookwares with most advanced technology
•Invented Copper coating technology
I love this
cookware
range
Copper cookwares
Trend: Designer cookwares,
Endorsed by professionals

5. Ceo : 2006 Strategic Priorities
1. Widen network
2. Increase
Market
Share
3. Preserve Brand Image
15 % revenue Growth
MBT-12%

6. PRO-X1
(Best) S-X1 D-X1 C-X1
(cheapest)
52% Retailer
Margin
Marketing Mix
Product Mix

7. • Great sales team Sales team 8 account managers, 1 visit/ month,
incentive program
• Advertising : 4% of sales (4 Million)
•National advertisements, Magazines & Newspapers
• No co-operative advertisements.
• 52% Margin
• Pricing : not $199.99 but $200.00
• Objective : Not only to increase trade, but to broaden customer
base & stimulate excitement for brand.
Distribution, Promotion, & Pricing

8. Consumer Research
2003
(all customers)
Importance…
Quality > Features >
Price > Brandname
2004
1500 own Customers
75% 30-55 Yrs
82% Women
70% - Income over $75k
60% - Cooking hobby
2005
(Telephone survey, Who
purchase Cook ware)
Brand awareness
•15% in less than $75k
Income group
• 25% in above 75k$
income group
•Only 4 %
seen
advertising

9. Case Facts
18%
14%
6.5%
4%
3%
55.50%
Market Share
Star Chef
Kitchen Select
Culinarian
Le Gorurmand
Robusto
Other
• 3.36bn $ industry
• 104 mn$ revenue of the company in 2005
• 4mn$ advertising expense
• 184987 units sold in 2004
• 56% customers felt price disc. Is important

10. To Offer Price
promotion or Not?
21 % growth
target
Wrong
estimation
of 2004
campaign
results
To maintain
Premium
Brand image
No free gifts as
promotion as
retailers don’t
like it
Problem Defined

11. Pros & Cons of Price Promotions
• Victoria is in Support
• 2006 aim is to increase revenue by 21%
• Sales force complain, Retailers demanding
30 % price promotion to boost awareness
• New Customer engagement
• 56% customers in 2004 research told that
price discount encouraged buyng decision.
15% Ready to upgrade
• Donald Janus supported
• 2004 price promotion had negative
impact on sales according to Donald
• Image may be harmed
• Full discount don’t reach to actual
customers
Pros
CoNs

12. Conclusion
• To get endorsed by Professionals.
• Cash Back schemes
• Partnership with financial services, 0% EMI schemes
• Co-operative Advertising
• Launch extra premium Range, Culinarian Super