Case: Brannigan Foods - Strategic Marketing Planning
Define the Problem:
Decision Case: Clark, vice-president and general manager of Brannigan Foods’ Soup Division, had to decide which of the four strategies presented by his four key manager he should follow to improve the division’s sales, market share, and profitability, which has been falling for the last three years.
List any outside concepts that can be applied:
The impact of developing new products (incremental) ...view middle of the document...
The power of using a recognized brand name to reduce risk, although it could also devaluate the brand.
Cannibalization: developing these new products could result in cannibalization of the existing ones, for this, product developers and managers must take into account cannibalizations when they assess the value of the new products.
Promotion: which covers all efforts (advertising, branding efforts, introductory coupons, and so on) the importance of investing or allocating resources in promotion in order to increase sales and market share.
Pricing strategy: one of the proposed strategies talks about reducing the price of the can soups, the impact t of reducing the price of a product has on customers must be considered by the managers, consumers tend to question whether the quality of the product was put on stake or not in order to reduce price
The product life cycle and the innovation of the product along this cycle: in the case it is argued that there are products in the maturity phase that lack innovation, reason why managers attribute the lost of market share.
Brand equity: how the consumer’s assets the brand attributes, especially health conscious customers, with the healthy lifestyle raising trend, which has negatively impacted the brand. The importance of maintaining the brand equity over brand constrains.