Culinarian Cookware Case Study: Increasing Brand Awareness and Revenue Through Strategic Marketing
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This case study is about Culinarian Cookware, a US cookware manufacturer. Key points: - The US cookware market is $3.36 billion but potential is unexplored and competition is high. Culinarian lacks marketing funds and brand awareness. - Culinarian's product lines include CX1, DX1, SX1, and PROX1. In 2004 they ran a price promotion that had a negative effect. - Data shows their revenue grew 21% in 2006 but they need promotion for slow-moving products. Competitor market shares range from 18% to 3%. - Culinarian's revenue and ad spending increased from 2002-2006 but distribution is mainly
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Culinarian Cookware Case Study: Increasing Brand Awareness and Revenue Through Strategic Marketing
- 1. Case Study:- Culinarian Cookware US retails Cookware sale 2004 20032002 2005 2006E 16% 2% 21% 15% What should we do ????
- 2. Case synopsis • The case is regarding the Culinarian cookware manufacturing and design company • The US cookware industry was 3.36 billion $ huge potential in the market unexplored • Competing for promotion against foes • Lack of marketing funds (Monotonous promotions) • Brand awareness is not sufficient • Flawed data analysis • Clear strategic Direction by CEO • Product line CX1,DX1,SX1 & PROX1
- 3. Case facts• Lack of promotion scheme and discount event • It will new budget constrain customer • Upselling • Flawed analysis by consultant • 30% discount promotion will have to effect • Increase commitment & support from trade • Boost awareness about brand • Price promotion is unnecessary and demolish the brand • Latest and finest technology • Strong dealer support • 2004 negative effect on product • 2006 revenue grow by 21% • Need promotion for slow moving product Victoria Brown Donald Janus
- 4. Problem Definition Retailer losing the margin Supply demand problem Evalution of 2004 price promotion Is promotion necessary for premium cookware ?
- 6. 6.10% 6.70% 6.90% 7% 9.40% 10.40% 8.40% 8.10% 7% 6.50% 9.50% 14% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% JAN FEB MAR APR MAY JUNE JULY AUG SEP OCT NOV DEC PERCENTAGE OF CONSUMER SALES BY MONTH (2005) PERCENTAGE OF CONSUMER SALES BY MONTH (2005)
- 7. STAR CHEF 18% KITCHEN 14% CULINARIAN 6% LE GOURMAND 4%ROBUSTO 3% OTHER 55% MARKET SHARE STAR CHEF KITCHEN CULINARIAN LE GOURMAND ROBUSTO OTHER
- 8. CULINARIAN REVENUE & AD SPEND ($ IN 000's) 54,898 69,157 82,272 86,046 104,152 1,647 2,075 2,468 3,012 4,166 0 20,000 40,000 60,000 80,000 100,000 120,000 2002 2003 2004 2005 2006E REVENUE AD EXPENDITURE
- 9. Distribution Network Retail Distribution Kitchen specialty chain Local specialty store Department store Online sale Direct TV sales
- 10. AVERAGE RETAIL SELLING PRICE AVERAGE MANUFACTURING SELLING PRICE VARIABLE COSTS AVERAGE CONTRIBUTION 0 20 40 60 80 100 120 140 160 PRICING AND DATA FOR CULINARIAN’S CX1 2004 PROMOTION NON-PROMOTED 20% PROMOTION
- 11. Conclusion • Some how they have more focus on for brand awareness • Allocation more budget for marketing campaign • They should target niche segment with launch of new brand • Expand their manufacture capacity • Through the line marketing strategy Recommendation