...Reliance Baking Soda: Best Promotion Problem Anna Regnante, the new Domestic Brand Director for Reliance Baking Soda must determine the effectiveness of past promotional strategies in order to select a promotional strategy which will contribute towards a 10% increase in profits for 2008 before SGA, overhead, and taxes, specifically through marketing expenditures in advertising, consumer promotion, and trade promotion. Further Regnante must develop a 2008 budget P&L that will show the resulting 10% increase in profits from the marketing expenses. Situation Analysis Context Economic * Mature industry * Increasing raw material cost * Recent price increases * Low-involvement purchase * Prior to 2005, consumer promotions were not really a significant part of RBS marketing Technological * Baking soda first produced in 1846 Social/Cultural * Alternative uses for baking soda * Different types of users of baking soda * Staple product in most homes * Female heads of households generally are the purchasers * Reliance has high brand recognition (95% mentioned Reliance when asked for a baking soda brand) Competitors The main competitors for Reliance baking soda are private label brands who compromise 30% of the market and are priced 30% below RBS price. RBS had lost 5% of its market share to private label brands in the past decade. Baking soda does not have any viable substitutes or alternatives as it is a unique product...
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...Reliance Baking Soda: Best Promotion Problem Anna Regnante, the new Domestic Brand Director for Reliance Baking Soda must determine the effectiveness of past promotional strategies in order to select a promotional strategy which will contribute towards a 10% increase in profits for 2008 before SGA, overhead, and taxes, specifically through marketing expenditures in advertising, consumer promotion, and trade promotion. Further Regnante must develop a 2008 budget P&L that will show the resulting 10% increase in profits from the marketing expenses. Situation Analysis Context Economic * Mature industry * Increasing raw material cost * Recent price increases * Low-involvement purchase * Prior to 2005, consumer promotions were not really a significant part of RBS marketing Technological * Baking soda first produced in 1846 Social/Cultural * Alternative uses for baking soda * Different types of users of baking soda * Staple product in most homes * Female heads of households generally are the purchasers * Reliance has high brand recognition (95% mentioned Reliance when asked for a baking soda brand) Competitors The main competitors for Reliance baking soda are private label brands who compromise 30% of the market and are priced 30% below RBS price. RBS had lost 5% of its market share to private label brands in the past decade. Baking soda does not have any viable substitutes or alternatives as it is a unique product...
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...Reliance Baking Soda Summary of the background and facts In August 2007, Stewart Corporation was enjoying success with its household division of products that included baking soda, laundry detergents, and other household cleaners. Stewart Corporation had built the company on the trusted brand associated with Reliance Baking Soda (RBS). (Quelch & Beckham, 2009). RBS was the market leader in its category, but the Reliance brand had experienced increased competition in recent years due to private label brands gaining more market share. Stewart promoted Anna Regnante as the Domestic Brand Director for (RBS) on August 8, 2007. Regnante was immediately tasked with the job of developing a budget for the coming year (2008) that would “result in a 10% increase in profit (before SGA, overhead and taxes) over 2007 estimates.” (Quelch & Beckham, 2009). The Stewart Corporation was founded by James Stewart Augusta in 1915. Augusta had discovered what was called the “miracle compound” (baking soda), which led to the introduction of a product that would be used in many capacities that included cooking, cleaning and deodorizing. Baking soda was initially marketed as a key leavening ingredient that caused baked items to rise in the cooking process. Following the introduction of self-rising flour and instant cake mixes, the product’s importance to bakers declined. (Quelch & Beckham, 2009) Stewart found new life for its product to be used as a cleaning agent due to compound’s gritty...
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...Northeastern University MKTG 6200 summer 1, 2015 # 41058 Case analysis: Reliance baking soda: Optimizing promotional spending Student: Jiangping Hao (Fiona) Reliance baking soda (RBS) was a clear market leader in the baking soda category, capturing 70% share. In 2006, over 85% of U.S. family households with income of $25k+ used the product. Now the main challenge for Anna Regnante is to identify the ways to optimize promotional spending for the RBS. Moreover, Anna Regnante also needs to develop the budget (Income statement) for the year 2008 that would result in a 10 % increase in the profit over the estimates of 2007. RBS’s main competitors were private label brands, priced 30% below RBS. In the last decade RBS had lost 5% of its share to private label brands. RBS also competed with products outside the baking soda category, whose price per ounce was significantly higher than that of RBS. And I gave the Alternatives below: Alternative 1: By creating out -of – the -box uses for the product, the first alternative for the Anna in optimizing the promotional spending is to modify the product specification according to the needs and wants of the customers. That means the company has needed to introduce some new or low price of the produces for the specific customers. It can include cleaning and deodorizing garage equipment etc. For the long-term planning and they can give the window cleaner low price for the every holiday that could make a slogan likes “ we are together make...
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...Reliance Baking Soda Case Questions Please provide written answers to the following questions. Limit your answers to a maximum of two pages, plus exhibits. 1. What are the strengths and weaknesses of the RBS brand? With a 70% share in the baking soda category, RBS is clearly the market leader and due to the relatively high degree of versatility it is also widely recognized in several other categories as a key player in the market. The brand also boasted high levels of brand recognition and also unaided brand awareness. By being in the baking soda category and more or less defining the category as a whole, it has created a reasonable level of acceptance of the multiple uses for the product and in turn the brand as well. As for distribution, the brand has demonstrated extremely high levels of penetration among the various retail outlets in grocery stores, mass merchandise stores, and drug stores. As for the weaknesses, the primary limitation of the brand is the lack of awareness of the multiple cleaning purposes of the product. The brand and the product are both widely considered to be rather boring and unappealing, and to make matters worse the product has not undergone any changes in the past century. The category and in turn the brand are experiencing increasing selling prices, low traffic and low turnover. Lastly, there is an extremely low recollection among consumers when it comes to the advertising of the brand irrespective of the medium. 2. Analyze the...
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...McCombs School of Business Fall 2010 The University of Texas at Austin 05105 Marketing 382 Strategic Brand Management MW 8:00 – 9:15 CBA 3.130 http://courses.utexas.edu Office Hours: Professor Leigh McAlister M/W 9:30-11 and by appointment CBA 7.228 leigh.mcalister@mccombs.utexas.edu TA: Jeremy Battier By appointment jeremy.battier@mba11.mccombs.utexas.edu Required Readings Course Reading Packet (CP): Required Available in GSB Copy Center Everyone must purchase his/her own copy of the packet. Do not share copies of the packet as this is a violation of copyright. Additional readings posted on course web site (BB) (http://courses.utexas.edu) Course Objectives Some of a firm’s most valuable assets are the brands that it has invested in and developed over time. Although manufacturing processes can often be duplicated, strongly held beliefs and attitudes established in consumers’ minds cannot. This course provides students with insights into the creation of profitable brand strategies. It addresses three important questions: (1) How do you build brand equity?; (2) How can brand equity be measured?; and (3) How do you capitalize on brand equity to expand your business? Its basic objectives are to provide an understanding of: (1) Important issues in planning and evaluating brand strategies; and (2) Appropriate concepts and techniques to improve the long-term profitability of brand strategies. The course...
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...BOOKS ABOUT TASHTEGO CASE ANALYSIS Rdiana.com TASHTEGO CASE ANALYSIS Updated: 02/26/2015 DISCLAIMER: RDIANA.COM uses the following Tashtego Case Analysis book available for free PDF download which is also related with TASHTEGO CASE ANALYSIS Tashtego Case Analysis can be easily downloaded from our library. Don’t you believe? It is completely free. You just have to register on our site – click on the link below and answer simple questions. It will provide you for free access to Tashtego Case Analysis and other eBooks. We ask you to pass a registration because of hard hackers’ attacks that knock out of service our library and prevent our users from downloading Tashtego Case Analysis as well as other books when it is necessary. When pass the registration, you can be sure of free and unlimited access to Tashtego Case Analysis and lots of other PDF data. Files can be downloaded on your device when you want. Therefore, if you still need Tashtego Case Analysis and cannot download it from other sites, register on our site and get a free access to a rich collection of eBooks right now. Save your time and efforts. PDF FILE: TASHTEGO CASE ANALYSIS Rdiana.com BOOKS ABOUT TASHTEGO CASE ANALYSIS PAGE: 2 TASHTEGO CASE ANALYSIS RR.DVI INSTITUT NATIONAL DE RECHERCHE EN INFORMATIQUE ET AUTOMATIQUE An Average-case Analysis of the Gaussian Algorithm for Lattice Reduction Herve Daude , Philippe Flajolet , Brigitte Vallee N 2798 Fevrier 1996 PROGRAMME 2...
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...The Fashion Channel - Preparation for Class Discussion As preparation for discussing this case in class, students should be ready to respond to the following: 1. How would you interpret the consumer and market data if you were Dana Wheeler? 2. What is the expected outcome of each of the targeting scenarios? (Complete both the Ad Revenue and Financial calculators to fully understand the financial impact of the scenarios.) 3. Develop a factual analysis of the segmentation options, and evaluate the pros and cons of each. 4. If you were Dana Wheeler, what would you recommend and why? 5. Dana is filling the role of change agent in this organization. How should she manage the discussion and meeting to be most effective in leading the group to make the right decision? Atlantic Computer: A Bundle of Pricing Options – Preparation for Class Discussion As preparation for discussing this case in class, students should be ready to respond to the following: Student Study Question 1 What price should Jowers charge DayTraderJournal.com for the Atlantic Bundle (i.e., Tronn servers+PESA software tool)? Student Study Question 2 Think broadly about the top-line revenue implications from each of the four alternative pricing strategies. Approximately how much money over the next three years will be “left on the table” if the firm were to give away the software tool away for free (i.e., status quo pricing) versus utilizing one of the...
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...Running head: CULTURE AND HEALTH TRADITIONS Culture and Health Traditions Robyn Prather Grand Canyon University Family Centered Health Promotion NRS 429v Kathryn Kollowa February 04, 2012 Culture and Health Traditions Madeline Leininger is the nurse and anthropologist who first developed the theory of addressing the needs of the whole person within their culture, heritage and traditions. Her book, Transcultural Nursing: Concepts, Theories, and Practice (1978), gave rise to an area of nursing practice that has become known as transcultural care. Nurses continue to develop tools to assess the nature of an individual’s culture, traditions and heritage. The Heritage Assessment Tool, developed by Rachel Spector (2000, figure 6-1), identifies language preference, family dynamic, religious practices, educational background, and social standing. The information gathered from the heritage assessment combined with further dialog will allow the nurse to implement an indivualized, culturally competent plan of care. The heritage assessment tool was utilized as part of a series of interviews comparing the health traditions of subjects from three different cultures. The focus of the interview was health maintenance, health protection, and health restoration. Subject one is a 46 year old Hispanic female. Her paternal great-grandmother was born in a small village in Spain. Her maternal great-grand father’s was born in Mexico. It is interesting to note that...
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...MIGUEL, Karl Ann D. INTSOCI C33 Freakonomics by Stephen Levitt and Stephen J. Dubner Introduction: The Hidden Side of Everything There are several things required to understand the world through economics: first, knowing the incentives of all parties; second, realizing that conventional wisdom is usually wrong; third, understanding that most effects have subtle and distant causes and the most obvious is often the wrong one; fourth, specialists like salesman and lawyers use obscure knowledge to achieve their own ends and the internet helps to erode this advantage by making knowledge more freely available to people; lastly, data is invaluable to understanding the world. Chapter 1: What Do Schoolteachers and Sumo Wrestlers Have in Common? People all learn to respond to incentives, whether positive or negative from the outset of life. An incentive is simply a means of urging people to do more of a good thing and less of a bad thing. There are three basic flavors of incentive: economic, social and moral. Economic incentive is something material or tangible; moral is based of self-judgments; social is terribly powerful as it depicts what other people think of you resulting from your own actions or choices. Any incentive is inherently a trade-off; whatever the incentive, whatever the situation, dishonest people will try to gain an advantage by whatever means necessary. Cheating is a natural act getting more for less. The government required the High-Stakes Testing as part of...
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...1 General Science General Science CHAPTER I. CHAPTER CHAPTER CHAPTER I CHAPTER I CHAPTER I CHAPTER II CHAPTER II CHAPTER II CHAPTER III CHAPTER III CHAPTER III CHAPTER IV CHAPTER IV CHAPTER IV CHAPTER V CHAPTER V CHAPTER V CHAPTER VI CHAPTER VI CHAPTER VI CHAPTER VII CHAPTER VII CHAPTER VII CHAPTER VIII CHAPTER VIII CHAPTER VIII CHAPTER IX CHAPTER IX 2 CHAPTER IX CHAPTER X CHAPTER X CHAPTER X CHAPTER XI CHAPTER XI CHAPTER XI CHAPTER XII CHAPTER XII CHAPTER XII CHAPTER XIII CHAPTER XIII CHAPTER XIII CHAPTER XIV CHAPTER XIV CHAPTER XIV CHAPTER XV CHAPTER XV CHAPTER XV CHAPTER XVI CHAPTER XVI CHAPTER XVI CHAPTER XVII CHAPTER XVII CHAPTER XVII CHAPTER XVIII CHAPTER XVIII CHAPTER XVIII CHAPTER XIX CHAPTER XIX CHAPTER XIX CHAPTER XX CHAPTER XX CHAPTER XX CHAPTER XXI CHAPTER XXI CHAPTER XXI CHAPTER XXII CHAPTER XXII CHAPTER XXII CHAPTER XXIII CHAPTER XXIII CHAPTER XXIII CHAPTER XXIV CHAPTER XXIV CHAPTER XXIV CHAPTER XXV CHAPTER XXV CHAPTER XXV CHAPTER XXVI CHAPTER XXVI CHAPTER XXVI General Science CHAPTER XXVII CHAPTER XXVII CHAPTER XXVII CHAPTER XXVIII CHAPTER XXVIII CHAPTER XXVIII CHAPTER XXIX CHAPTER XXIX CHAPTER XXIX CHAPTER XXX CHAPTER XXX CHAPTER XXX CHAPTER XXXI CHAPTER XXXI CHAPTER XXXI CHAPTER XXXII CHAPTER XXXII CHAPTER XXXII CHAPTER XXXIII CHAPTER XXXIII CHAPTER XXXIII CHAPTER XXXIV CHAPTER XXXIV CHAPTER XXXIV CHAPTER XXXV CHAPTER XXXV CHAPTER XXXV General...
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...j*k SULIT 1211 1211 Bahasa Inggeris Kertas 1 Ogos 2011 1 jam MAJLlS PENGETUA SEKOLAH MALAYSIA (MPSM) NEGERI KEDAH DARUL AMAN PROGRAM PENINGKATAN AKADEMIK PENILAIAN MENENGAH RENDAH 2011 BAHASA INGGERIS KERTAS 1 Satu jam JANGAN BUKA KERTAS SOALAN INI SEHINGGA DIBERITAHU Arahan: 1. 2. 3. Kertas soalan ini mengandungi lima bahagian dengan 40 soalan. Jawab semua soalan. Anda dinasihati supaya mengambil masa 10 minit untuk menjawab soalan Bahagian A, 10 minit untuk Bahagian B, 10 minit untuk Bahagian C, 10 minit untuk Bahagian o dan 20 minit untuk Bahagian E. ~ Instructions: 1. The question paper consists of five sections with 40 questions. Answer all questions. You are advised to spend about 10 minutes on Section A, 10 minutes on Section B, 10 minutes on Section C, 10 minutes on Section 0 and 20 minutes on Section E. 2. 3. Kertas soalan ini mengandungi 15 halaman bercetak. [Lihat halaman sebelah SULIT 1211 © 2011 Hak Cipta MPSM Negeri Kedah SULIT 2 1211 j*k Questions 1 - 10 are based on the information given. PETSTAR MAGAZINE RAISES ENVIRONMENTAL AWARENESS Thank you Petstar Magazine for helping WWF -Malaysia to raise funds for our nature conservation work. I l~ ww 1 A B C WWf Mft LftrSlft ..... Let's Ic:!;;:,ve our children", living planet - The main purpose of this notice is to collect donation for WWF Malaysia promote Petstar Magazine to the public express appreciation to Petstar Magazine raise...
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...First Research Best Practices First Research is the leading provider of industry intelligence tools that help sales and marketing teams perform faster and smarter, opening doors and closing more deals. Without adding hours to your work-day, you can infuse sales calls, business meetings, presentations, and outreach The number one complaint about sales representatives that we hear from executives is, “they don’t know my business.” efforts with up-to-date industry information that demonstrates a thorough understanding of your prospects’ challenges and opportunities. We do the heavy lifting for you by analyzing hundreds of sources to create insightful and easy-to-digest industry information that can be consumed very quickly. You are better able to understand a potential or existing client’s business issues, without the time-consuming and expensive research process. The following is a sample of a First Research Industry Report with additional notes explaining the report’s contents and how you can use this valuable information. Report size varies by industry. FIRST RESEARCH - HOOVER’S INC., A D&B COMPANY www.firstresearch.com © 2013 Hoover’s, Inc. All Rights Reserved. 1 INDUSTRY PROFILE Snack Foods Manufacturing 12.3.2012 NAICS CODES: 31191 SIC CODES: 2068, 2096 The Industry Overview is an excellent way to ensure you make the right first impression, with minimal time invested. USE IT TO: . Quickly grasp how an industry operates. Adapt your sales process...
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...First Research Best Practices First Research is the leading provider of industry intelligence tools that help sales and marketing teams perform faster and smarter, opening doors and closing more deals. Without adding hours to your work-day, you can infuse sales calls, business meetings, presentations, and outreach The number one complaint about sales representatives that we hear from executives is, “they don’t know my business.” efforts with up-to-date industry information that demonstrates a thorough understanding of your prospects’ challenges and opportunities. We do the heavy lifting for you by analyzing hundreds of sources to create insightful and easy-to-digest industry information that can be consumed very quickly. You are better able to understand a potential or existing client’s business issues, without the time-consuming and expensive research process. The following is a sample of a First Research Industry Report with additional notes explaining the report’s contents and how you can use this valuable information. Report size varies by industry. FIRST RESEARCH - HOOVER’S INC., A D&B COMPANY www.firstresearch.com © 2013 Hoover’s, Inc. All Rights Reserved. 1 INDUSTRY PROFILE Snack Foods Manufacturing 12.3.2012 NAICS CODES: 31191 SIC CODES: 2068, 2096 The Industry Overview is an excellent way to ensure you make the right first impression, with minimal time invested. USE IT TO: . Quickly grasp how an industry operates. Adapt your sales process...
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...Chapter 09 Segmenting, Positioning, and Forecasting Markets Multiple Choice 1. The affluent Asian adult survey by Synovate __________ individuals according to their different attitudes, media exposures and habits, and product consumption patterns. a) categorizes b) ranks c) isolates d) distinguishes e) promote Ans: a Feedback: The individuals are categorized according to their different attitudes, media exposures and habits, and product consumption patterns. Page: 241 Learning Objective: 1 2. What can be concluded about the affluent Asian adults from the survey? a) Marketers should focus their marketing efforts on all groups b) Marketers may use different messages to sell the same products to same group c) Affluent adults in Asia are a homogenous group d) Marketers will not seek to reach out to them in the same way e) All of the above can be concluded from the survey Ans: d Feedback: Marketers will not treat them as one group, and will not seek to reach out to them in the same way. Page: 242 Learning Objective: 1 3. Which of the following statements about the affluent Asian adult is true? a) “Luxury Loyalists” tend to purchase more of the digital products such as laptops and MP3 players. b) “Executive Warriors” have the highest penetration for the Internet and usage of e-mail and instant messaging c) The “HUMmers,” hungry, urban, and mobile individuals, make up the largest group of affluent Asian adults d) The “Gimmes,” younger adults between...
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