Giant Consumer Products, Inc The Sales Promotion Resource Allocation Decision

2495 words - 10 pages

GIANT CONSUMER PRODUCTS, INC
THE SALES PROMOTION RESOURCE ALLOCATION DECISION

I. PENDAHULUAN
Kasus ini berkaitan dengan strategi marketing, khususnya dalam promosi penjualan. Saat itu awal September 2008 di markas Giant Consumer Product, Inc (GCP), tepatnya pada Divisi Makanan Beku (Frozen Food Divison ) – FFD - tidak melakukan tanggung jawabnya dengan baik, dimana target yang telah ditetapkan tidak tercapai dan performance kinerjanya kurang baik. Dari permasalahan yang ada tersebut mengakibatkan vulume penjualan hanya tercapai sekitar 3.9% dan profit sebesar 3.6%. Melihat permasalahan yang terjadi didalam internal perusahaan, maka Maria Davidson, selaku GM FFD segera menghubungi Mike ...view middle of the document...

II. PERMASALAHAN : “WHAT TO PROMOTE?”
Allan Caps menghubungi GM dari FFD untuk membahas kemungkinan apakah promosi dapat dijalankan di divisi tersebut, dan untuk memutuskan apakah promosi penjualan harus dijalankan, serta mengidentifikasi item yang paling sesuai untuk dipromosikan. Maria Davidson adalah General Manager dari FFD, Dia bersama dengan Mike Sanchez, yang baru saja dipromosikan menjadi direktur pemasaran di FFD, mengkhawatirkan tentang biaya tidak langsung dari kanibalisasi. Sanchez dan Maria Davidson sangat termotivasi untuk mencari cara untuk menekan angka, karena mereka berdua sangat yakin bahwa ROMI (Return On Marketing Investment / laba atas investasi pemasaran (Romi) hanya mengevaluasi top - line (yaitu, pendapatan kotor) pertumbuhan.
Sanchez juga memikirkan bagaimana jika terjadi Kanibalisasi, jadi satu produk mungkin membutuhkan penjualan dan kembali menawarkan dalam lini produk. Sanchez juga khawatir tentang biaya tidak langsung kanibalisasi non - dipromosikan item dalam portofolio produk FFD yang akan biasanya dibeli, tetapi tidak karena konsumen beralih ke item FFD dipromosikan sebagai gantinya. Informasi yang diberikan pada masa promosi yang telah dijalankan pada Dinardo ™ 32 dan Dinardo ™ 16 untuk mengevaluasi bagaimana hasil dari promosi tersebut.
Informasi yang diberikan pada saat promosi yang telah dijalankan oleh Dinardo ™ 32 dan Dinardo ™ 16 untuk mengevaluasi bagaimana hasil dari promosi produk tersebut. Mereka juga harus membuat keputusan tentang Natural Meals ™ apakah dipromosikan atau tidak. Seiring dengan itu ada kriteria putusan lain tentang metode promosi untuk pengecer. Dalam mode eksekusi, standar ini adalah untuk mendanai pengecer untuk memberikan tampilan akhir-lorong, menawarkan pengurangan harga sementara kepada konsumen, dan memberikan harga yang lebih rendah kepada konsumen ( Lower Price To Consumer – Lower PTC) secara mingguan pada pengecer terus menerus.

Ini adalah grafik yang menunjukkan total penjualan FFD di GCP selama 2 tahun, jika kita cermat mempelajari grafik ini kita akan melihat Dinardo lainnya dan Natural Meals memiliki pasar yang cukup stabil, tetapi FFD menghadapi banyak fluktuasi dalam penjualan Dinardo ™ 16 dan Dinardo ™ 32. Puncak di kedua grafik menunjukkan kapan setiap produk dipromosikan (Dinardo ™ 32 dipromosikan 4 kali dan Dinardo ™ 16, 5 kali). Setiap kali salah satu produk dipromosikan, penjualan yang lain terkanibalisasi namun penjualan Natural Meal ™ terbukti tidak terpengaruh oleh promosi dan tetap stabil sepanjang 2 tahun. Oleh karena itu kita tidak akan membandingkan Natural Meals ™ dengan Dinardo ™ 16 dan 32, tetapi akan melakukan studi terpisah untuk mengevaluasi efek long-term dari promosi Natural Meal ™ apakah perlu dilakukan atau tidak?. Untuk memperkirakan besarnya efek ini, harus dimulai dengan mengevaluasi kinerja promosi FFD masa lalu, dan menghitung Romi untuk promosi alokasi untuk D16, D 32 dan Natural Meal TM. Jadi, Sanchez dan Maria Davidson harus...

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