Giant Consumer Products (Gcp)
A. Situation Analysis:
1. Context: In early September’08 Giant consumer Products, Inc. (GCP) realized that Frozen food division, which had been growing at 2.8% (compounded annual growth) rate since 2003 to 2007 and accounted for almost 33% of GCP’s overall business volume, is not doing well now. The sales as well revenue volume is around 3.9% behind the target. Most specifically marketing margin (key parameter for GCP business) was also under plan by 4.1%. GCP had been doing well in wall-street but performance of past couple of quarters has increased the worries of GCP i.e. whether GCP will able to maintain its profitable growth.
GCP is expecting FFD to deliver the sufficient growth to …show more content…
Hence we recommend GCP-FFD should promote only the “The Natural MealsTM product” during the month of September’08 and December’08. (Please refer Exhibit-2, 3, 4, 5,9 & 10) C. Promotion planning and implementation:
* The GCP-FFD should use retailers and the supermarket to increase the awareness of “The Natural Meal” products among the end consumers. The same should be done under the retailer’s compensation plan under which retailers would be paid a fixed commission only if they hit a