CHESEBROUGHPOND INCORPORATED (CPI)

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COMPANY OVERVIEW(CPI)

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PRODUCT OVERVIEW

Five different jar sizes.

1.75 oz. / 3.75 oz. / 7.50 oz. / 12.0 oz. 15.0 oz.

Two forms. Regular. Medicated.

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Two different tube sizes.

THE MARKET AND DISTRIBUTION

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CURRENT MARKETING FOR VPJ

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USING THE 3CS

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Insight: Customers appreciate convenience and are loyal. However some do not think the product is visible enough 8/4/12

Competition
Price
30% lesser
Promotion

Place
Mass merchandize stores

Product Primarily 16oz jars

Largely non existent

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MARKETING STRATEGY
Objective:Increase profitability and market share through consumer promotion, trade promotion and advertisement.

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1.

TRADE PROMOTION: Use a pull marketing

2.

3.

4.

CONSUMER Increase consumer promotion budget PROMOTION Stop consumer

5. 1. 2. 3.

strategy to stimulate consumer demand by Reduce trade promotion budget Reducing the frequency of discounts Reducing the predictability of trade promotion dates Reducing number of days for promotion

promotion with brands unrelated to VPJ Link consumer promotions to HBP products and VPJ lines 8/4/12

TRAIN SALES TEAM

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ENTERIN G NEW MARKETS

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RECOMMENDATION RATIONALE

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BUDGET OVERVIEW

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CONCLUSION

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THANK S

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THANK

THANK