Essays /

149392559 Giant Docx Essay

Essay preview

Giant Consumer Products
Han Zhao
MBA 671
1. Complete Exhibit 3. Provide the answers in a table format.

Exhibit 3 part-1

Average Monthly Volume for:
D32
D16
When that item is ON Promotion
10,460,943
6,210,221
When that item is NOT ON Promotion
6,816,235
3,088,565
When NOTHING is ON Promotion
7,174,739
3,798,942
Incremental Volume from promotion
3,286,204
2,411,279
Revenue change from promotion
$6,901,028.19
$5,787,068.64
Variable Cost change from promotion
$2,431,790.89
$2,001,361.24
Promotion Cost change from promotion
$3,761,117.38
$4,305,342.54
Marketing Margin Change from promotion
$708,119.92
($519,635.13)
ROMI
19%
-12%

Part-2

Average Monthly Volume for:
D32
D16
When the other Dinardo's item is ON Promotion
5,740,724
424,648
When NOTHING is ON Promotion
7,174,738
3,798,942
Volume change from promotion of other item
-1,434,014
-3,374,294
Revenue change from promotion of other item
($3,011,428.98)
($8,098,305.60)
Variable Cost change from promotion of other item
($1,061,170.21)
($2,800,664.02)
Promotion Cost change from promotion of other product
$19,122.30
$72,994.00
Marketing Margin Change from promotion of other product
($1,969,381.07)
($5,370,635.58)
Total Brand Impact from Promotion on Top-line Revenue

Total Effect of D32 Promotion
($1,197,277.41)

Total Effect of D16 Promotion

$2,775,639.66
Total Brand Impact from Promotion on Marketing Margin

Total Effect of D32 Promotion
($4,662,515.66)

Total Effect of D16 Promotion

($2,489,016.20)
ROMI
-124%
-58%

Part-3

Average Monthly Incremental Volume for Natural
705,252

Average % Store Promoting for Natural
7.63

Average Monthly Incremental Volume /Promo Point
92,431

Incremental Volume from 25% Promo Points
2,310,786

Revenue change from promotion
$6,701,280.08

Variable Cost change from promotion
$2,079,707.61

Promotion Cost change from promotion
$4,125,425.00

Marketing Margin Change from promotion
$496,147.47

ROMI
12%

2. Describe the concerns Capps raised regarding the use of trade promotions? To what extent should those concerns affect the “go” or “no-go” decisions to field a national sales promotion? Recently, FFD has encountered a shortfall in sales volume and gross revenues. Allan ...

Read more

Keywords

-1 -12 -124 -2 -3 -58 /promo 0 001 011 014 016.20 028.19 061 068.64 079 088 098 1 10 117.38 119.92 12 122.30 125 147.47 149392559 170.21 174 19 197 2 2008 204 210 221 235 25 252 277.41 279 280.08 286 294 3 30 305 305.60 310 342.54 361.24 370 374 381.07 4 411 424 425.00 428.98 431 434 460 489 496 5 50 515.66 519 565 6 635.13 635.58 639.66 648 662 664.02 671 7 7.63 701 705 707.61 708 72 724 738 739 740 761 775 786 787 790.89 798 8 800 816 901 92 942 943 969 994.00 accept accord achiev acut advertis advis affect aggress aisl allan alloc almost along also although amount analysi annual anoth answer anyth approach aspect associ assumpt avail averag avoid awar back base becom behav behavior behaviour behind believ better beyond big bigger boost brand bryon build buy cannib capp captur carri case categori caus centric ceo certain cfo chanc chang characterist cheapen circular come compani compar compet competit competitor complet concern condit conscious consid consider consum consumer-rel consumpt continu contract contributor control convent cost could coupon creat credibl critic cross cross-brand cross-custom cultur current custom cut d16 d32 davidson deal decis deem degre describ desir didn differ dinardo dinner dionard discount display distinct divert divis docx dollar earn eat effect effort encount end end-aisl enhanc enough equiti erod eros essenti evalu exampl exhibit exist expect expens expir explain extent fact fast fat featur ffd field financi find fit flatt food format formid forward forward-buy franchis freezer frozen fund futur gain gcp general generat giant give go goal good gross grown growth han health health-consci healthi hesit high home howev hurt imag impact implement import in-stor includ increas increment influenc ingredi initi instead insur intend inventori invest item key larg larger launch less level lift line line-pr link look low low-fat low/high lower loyal loyalti main maintain make manag mani margin mari market may mba mcdonald meal meanwhil measur mechan meet metric might minim money month moreov much munci must name nation natur need negat never new no-go noth oblig obvious offer old on-deal one open opportun option order organ outlin outsid overal overbuy palat par part particip pass pass-through past peopl perform period pill plan point poor portion posit practic practis predict premium presid press preval prevent previous price price-consci problem produc product profit promo promot promotion-centr protect provid ptc ptr pull purchas put qualiti quantiti quit rais rang rational receiv recent reduc reduct reflect regard regular relat relev reliabl remain reput research restaur result retail retailer-rel retain return revenu risk rival romi run said sale sanchez save say season seek seen sell senior separ serious set sever share short short-term shortfal show shown sign signific similar simpli sinc size somehow special specifi spent start statur stay stimul stock stock-pil stockpil store strategi street strength strong sub sub-par substitut success suggest super supermarket sure suspect switch tabl take taken target tarnish term therebi therefor thing threat three thus time to-retail top top-lin total trade tri tried-and-tru true two typic ultim undertak unless unlik use usual variabl viabl vice view volum wall want way week well widen will within without word worri would year zhao