Professional Documents
Culture Documents
Case Write-up
Submitted To:
Prof. Sanjay Jain
Submitted By:
Akash Adhvaryu
IMC B
131302
Looking forward, I would suggest Culinarian to continue price promotion, but only limiting to
its low end product lines. Furthermore, I recommend Culinarian to take following approaches to
support its strategic priorities
.
a. Create a new brand for its premium product line.
b. 2005 telephone survey reflected that unaided brand awareness for Culinarian is
low, and only 4% of survey participants positively recalled having seen
Culinarian advertisement. Strengthen advertising to increase brand awareness is
required.
c. For low end product lines, other than price promotion, may consider partner with
mass retailers to widen distribution network.
d. Price promotion for low end product lines only is offered in peak sales months,
rather than in spring.
Again, Culinarians marketing mix needs to be evaluated and redesigned, to support its 4
strategic priorities.