“I just can’t get these guys to feature our new fresh pasta products the way they should,” remarked Alice DeMarco, a product manager for a major manufacturer that had ventured into the new growth field of fresh refrigerated foods. Fresh pasta was to be one of the company’s key products in its effort to build the fresh food product category. The “guys” DeMarco referred to were store managers for a regional supermarket chain. They were not using the manufacturer’s carefully planned display with special signs to feature the fresh pasta. Instead, they had simply stacked up the pasta in the refrigerator case next to the eggs and milk in most of the stores. This had been going on for more than five weeks, and the new fresh pasta line had not done well. DeMarco blamed the poor results on lack of retailer promotion support. Discuss the situation in terms of the need to obtain channel member support and follow through in push promotions.
Answer to relevant QuestionsSales through department stores account for about one-third of the $170 billion world market for cosmetics. One of the major reasons— perhaps the most important reason—for department stores’ ability to hold their own ...Computer-to-computer ordering systems and EDI have dramatically improved ordering efficiency. What might be the danger in uncritically accepting this statement? Discuss. What is the key issue involved in measuring the output of the logistics system? How does this relate to logistics service standards and gaining a competitive advantage? Farouk Systems Inc. is a manufacturer of high quality, hand-held hair care products such as hair dryers, hair irons and professional quality shampoos and hair colorings. The company has annual sales volume in excess of $1 ...What kinds of sales data should the channel manager try to obtain to measure sales performance? What kinds of information are provided by these data?
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