Selling Price And Sales Volumes Essay example

Selling Price And Sales Volumes Essay example

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Selling price and Sales volumes


Our strategy 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 products 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 us fourth in our category of a price per ounce at $0.67. Some of the lower priced spreads do not have the same quality ingredients, which is why we feel that our products demands a premium. Pricing our product slightly below some of the premium spreads will allow us to attract customers that are currently purchasing premium spreads. We do recognize that there is lower quality flavored mayonnaise at lower price points, but our survey results showed that consumers are willing to trade up to a higher price point for a higher quality. We will offer retailers a discount of 27.3% in line with grocery store gross margins as a percent of sales. We will also offer an additional discount of 2.7% for slotting fees, making our cost to customers (retailers) $4.19. (Appendix a)
We expect to attract new consumers and those who already purchase spreads in the flavored mayonnaise category. With high sales volumes through units sold, we will steal market share from our competitors. Our target consumer will b...


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...• Collaborate with management on projects dealing with media relations and business communications
Market Research Analyst
• Reports on sales trends and consumer demographics, preferences, needs and buying habits
• Collects and analyzes data on target market that is translated into quantifiable information
Finance Analyst
• Analyze financial data, spot trends and develop forecasts to aid in investment decisions
• Forecast future revenues and expenditures to establish cost structures and assist in determine capital budgeting for projects
• Provide financial ratios to management from financial statements

Administrative Support (2)
• Provides administrative support to General Manager and direct management level staff
• Managing and distributing information throughout the division
• Scheduling meetings, answering phones, taking memos and maintaining files








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Selling Price And Sales Volumes Essay example

- Selling price and Sales volumes Our strategy 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 products at a lower price....   [tags: Price, Marketing, Variable cost, Cost]

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