By 2006, Phillips Supply, Inc. has grown into one of the largest seafood companies in the United States and was the number one U.S. brand for crab meat. The company is a restaurant division, the division of catering products that are sold in restaurants and retail division of products that are sold in grocery stores. In August 2006, Product Manager at Phillips was responsible for the definition of the communication strategy, the decisions necessary to launch its new product, first to market pasteurized crab. A product manager has spent half of his advertising budget to promote the product to customers in the catering and restaurant channels. He had to decide how to spend the rest of your budget on the best seafood buyers in the consumer retail channels. He was able to demonstrate the product in the upcoming big show food industry, however, he had already planned to spend your advertising budget in the trade publication for the retail grocery channel. He had to study the relative merits of each option and provide general advice on how best to start and sell. Qualitative, quantitative and financial aspects should be considered.;, As well as product manager to determine the costs, revenues and quality benefits that each option provided "Hide
by Frederic Brunel, Deborah Utter Source: Richard Ivey School of Business Foundation 20 pages. Publication Date: March 20, 2009. Prod. # 909A04-PDF-ENG
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