Giant Consumer Products -The Sales Promotion Resource Allocation Decision

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  • 2010.01.27 / 2019.12.24
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목차
1. About the Status Quo
2. Analysis Methodology
3. Considering Promotion Impact of each product
4. In-Depth Analysis into Dinardo
5. In-Depth Analysis into Natural
6. Regarding Potential Problems
7. Conclusion
본문내용
2. Analysis Methodology
그렇다면 과연 어떠한 기준으로 전국적인 판매 촉진을 할 식품카테고리(이하 식품)를 선택하여야 할 것인가?
우선 프로모션을 통해서 투자비용 대비 높은 수익을 얻어낼 수 있는 식품을 선택하여야 할 것이다. 즉, 프로모션의 효과가 좋은 식품을 선택하여야 한다. 이 경우에는 자사 제품들 사이에 자기잠식이 일어나는지도 고려해야 할 것이다. (Dinardo's 제품군의 경우는 32-ounce, 16-ounce size가 크기만 다를 뿐 같은 제품이기 때문에 한 제품만 프로모션을 할 경우 자기잠식이 일어날 위험이 크다.)
다음으로 고려해야 할 사항은 경쟁사보다 지속적인 우위를 점하는 것이다. 현재 GCP는 “Italian frozen dinners and entree offerings" 카테고리에서 43%의 시장점유율을 차지하고 있는데, 이러한 위치를 지킬 뿐 아니라 시장점유율을 더욱 성장시키는 것이 필요하다. 즉, 프로모션을 통해 큰 폭의 판매량 성장을 기대할 수 있고, 시장점유율의 증대에도 기여하는 제품을 선택하여 프로모션을 해야 한다. 그러나 이러한 경우에도 자기잠식이 일어나지는 않는지 충분히 고려를 해야 할 것이고, 프로모션 기간에만 가격이 낮은 점을 노려서 제품을 사재기하는 stockpiling이 어느 정도 일어나는지도 알아봐야 할 것이다.
다음에서는 교재에 주어진 자료를 활용하여 우리가 제시한 기준에 적합한 제품이 무엇인지를 보다 구체적으로 분석하고 알아보도록 하겠다
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