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Marketing Cases Problem Solving - Case Study Example

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The market dominance of A.1. Steak Sauce is apparent through its 54 percent of the steak sauce sales in dollars (Kerin and Peterson 631). Apart from Heinz57 which generates only 16 percent of the steak sauce sales in dollars (Kerin and Peterson 631); A.1 had no other competitors till Lawrya's decided to launch its own product of steak sauce…
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Download file to see previous pages A.1. can also try to develop its own tie-ups with the distributors of its product, like the grocery stores and restaurants.
For instance, A.1. could concentrate on building up a superior communication network between itself and its distributors and suppliers so that they can understand each others' needs. It is very crucial for A.1. to retain the major percentage of shelf space within grocery stores since this has an express correlation with the sales level of an item. The company can carry out a small research to find out the exact optimal position for its products within the shelf layout. It can then quest for that position to be granted by its distributors. A.1. should guarantee that the situation of its product's kiosks is in elevated traffic areas and that they are easily reached.
When the firm is trying to obtain partnerships with restaurants, it should emphasize the fact that "9 out of 10 steakhouses serve A.1." (Kerin and Peterson 631). Also, the display of A.1. Steak Sauce on a table motivates 70% of consumers to think about steak (A.1. Sauce Derives Its Name From Utterance of a King, 15).
The firm can also go in for promotion of its product by offering a free product such as a spatula with a bottle of A1. But the firm has to be careful in dealing with such giveaways by announcing that the consumer's who submit their information to the company will only be given the additional product free. A.1 could simultaneously promote its product at the venue and date which Lawry's has chosen for its launch. The company can also try its hands at sponsoring barbeques outside the games venue throughout March Madness. A.1. could also organize barbeques at the exterior of large grocery store chains, such as Publix, predominantly on the Memorial Day weekend.
The company normally makes use of around 15% of its operating revenue on advertising (Kerin and Peterson 633). This is a sturdy budget to promote its steak sauce. The firm's should also plan for its advertising goals and it should see to it that the frequency of such ads increases and it get more penetration power.
Giving a free spatula would also incite psychological reactions from consumers. Asking the customers to propose their personal information before receiving the free giveaway would help the firm in expanding its customer relationship management database. Carrying on barbeques outside college basketball games throughout March Madness would comprise sufficient exposure for the firm.
Finally, the firm could work to package A.1. or use the sauce as an ingredient in other Kraft products in order to enlarge their customer base. For instance, the firm can combine A.1. Steak Sauce with Oscar Meyer meat or Lunchable products.
Reference:
1. Kerin, Roger, and Robert Peterson. Strategic Marketing Problems: Cases and Comments. 11th Edition. Upper Saddle River, NJ: Pearson Prentice Hall, 2007.
2. "A.1. Sauce Derives Its Name From Utterance of a King." Metropolitan News-Enterprise 18 Nov 2004 15. 13 Apr 2007 .
3. "Vision and Values." Kraft Foods. 10 Apr 2007. Kraft Foods International. 10 Apr 2007 .
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