The company comprise a restaurant division, a foodservice products office that sold to eateries, and a retail products division that sold to grocery stores. In August, 2006, Phillips' product manager was responsible for defining the communication strategy decisions required to launch its new product: first-to-market pasteurized king crab. The product manager had spent half of his advertising budget marketing the product to buyers in the restaurant and foodservice channels. He had to decide just how to spend the remaining part of his budget to best reach seafood buyers in the consumer retail channel.
He had the opportunity to showcase the product at an upcoming major business food show; nonetheless, he had already intended to spend his funds on marketing in a trade publication for the retail grocery channel. Present an overall recommendation on sell and how exactly to best establish the merchandise and he had to examine the comparative values of each option. Qualitative, fiscal and quantitative aspects were to be considered the product manager had to determine the prices, returns and qualitative advantages that each choice provided.
Phillips Foods, Inc. - Introducing King Crab to the Trade case study solution
PUBLICATION DATE: March 20, 2009 PRODUCT #: 909A04-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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