Hellmann's Case Study: Selling Price And Sales Purmands

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Selling price and Sales volumes

Our stategy is to drive sales through penetration marketing, using competitive pricing. Gourmet Selects will do this by utilizing Hellmann’s brand equity and offering an all natural product, in which we will command a higher price. Our competitors in the spreads category, with the same target demographic, average a selling price of $8 for a 4-6oz jar. They are smaller niche brands that do not have the brand recognition and supply chain as Hellmann’s. We feel that we have a competitive advantage and will be able to price our product at a lower price. Based on our current manufacturing operations and variable cost, we predict that we can price Gourmet Selects for roughly $5.99 for a 9 ounce jar. This will place
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• Management of performance commitments with suppliers
• Financial reviews and strategic planning with management team
• Lead exploration of new opportunities to ensure the product line maintains a sustainable advantage over competition
• 2 Direct Reports: Supply Chain Leader, Manufacturing Leader
Quality Control Manager
• Drives implementation of Unilever specifications standards and Quality Management System for quality assurance and controls
• Identifies gaps in systems and procedures and actively drives remediation efforts
• Leads decision making process directly impacting consumer safety and quality of Gourmet Selects product line.
• Drives implementation of HACCP, hazard controls and pre-requisite programs such as pest controls, allergen management, hygienic controls, etc. to support efforts in mitigating consumer safety risks
• 1 Direct Report: Quality Control Technician
Sales Manager
• Manage sales team and ensure ambitious target setting to achieve KPI set.
• Leads strategic partnerships with retail customers to develop win/win business solutions for Gourmet Selects product line
• 3 Direct Reports: Regional Sales

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