Culinarian Cookware case analysis

Presented by: Sarang BanubakdeSaurabh MhaseVarun Balakrishnan

Case synopsis • Case talks about Culinarian Cookware adopting the

price promotion strategy

• In 2004 according to an external research the price promotion found out to have negative impact on profits

• According to sales manager the 2004 campaign was successful and believed it to be profitable

• Dilemma remains for the price based promotion

Case Facts6.5%

Market Share$3.3 BN

Industry Size

Aluminum

Stainless steel

POICast Iron

Copper

CX1,DX1,SX1,PROX1

Widen Network

Increase Market share

Omnichannel Distribution

Grow by 15%STRATEGIES

Market Share in Cookware Industry

Starchef 18% Kitchen Select 14%

Le Gaurmand 4%

Robous 2 3%

Culinarian 6.55%

Rest others

4% of sales 25%

Brand Advertisement Budget

Brand Awareness

Consultant Brown

Profit Incremental

$-469489 $2397994

Loss due to cannibalization

$-99332 NA

Promotion Contribution

$529281 $2397994

2004 Promotions Analysis

Adoption of Price

Promotion

PROBLEM DEFINITIONCannibalization

of DX1 lineHigh Quality Elite

brand - Positioning

Allocation of Margins

with trade partners

Discrepancy in the Sales figures found by Brown

Recommendations• They should come up with a Mid/low end product to target the

Mass Market under a new name so that the ‘Premium’ image is still maintained.

• Continue with Price promotions but only limited to low end product line during seasonal peak sales month, eg: with CX1 line.

• Consider partnering with Celebrity Chefs as brand ambassadors.• Limited giveaway during promotions of DX1 line and increase

the nation wide advertisements.

Thank You