Describe consumer behavior in the cookware market. How is cookware bought? How is it sold? What are the implications for Culinarians marketing strategy?

Reliance Baking Soda: Optimizing Promotional SpendingPresented by Group 2Anantaya GuptaB020Indrayani IngaleB025Jharna RochlaniD048Viranchi ShahD050Zainab QasimA041Q1. What are the strengths and weaknesses of the RBS brand?Q2. Analyze the effectiveness of past RBS consumer and trade promotional events. How have the promotions strategies impacted sales volumes? What kind of return on investment is the company getting for consumer promotions and trade promotions?Q3. Compare the relative merits of a push vs. pull strategy for the marketing of a low-involvement (low price) grocery item in a mature market setting.

Q4. What is your recommendation for how Regnante can achieve her 2008 profit target? What if any changes should be made to trade and consumer promotions to make them more effective? Develop a pro forma income statement and be prepared to address the long-term strategic implications of your decisions.Key PointsIncrease in Manufacture price by 5% - contribution to world food programme.Required to sustain the consumer promotion and trade promotionsAn increase by 5% across categories to maintain the 28:47:25 ratioAn increase of 0.01 based on predictions of no change mentioned in the case

AdvertisingAs seen in exhibit 3, there is a 95% recall of the brand reliance for baking soda, hence knowing of product is not a problemA small increase in total budget to continue the advertising, majorly to support the promotions.An increase in Print advertising to target magazines read by women in age of 35-55 who buy the product No change to PR budgetPromotionsConsumer PromotionOnly 70% people buying the product when the recall is 95% of brand name, means we need to break on display barrierAn increase in consumer promotion to encourage the consumer to use RBS rather than competitor( even though they are cheaper)

PromotionsTrade PromotionContinue to support Trade Promotion to stop Trade partners in piling up the competitors cheaeper product.Due to higher margin, RBS can provide due to its higher cost and margin can be used to overcome price gap in tradeThe high buying of product only during promotion period can be countered by smaller promotion period or limiting promotion stock