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Products
- The Sales Promotion Resource
Allocation Decision
Natural Meals
Competition: Daft (launching Healthy Options); Natural Foods Retailers like Whole Foods
Key Target Segments: Health-conscious consumers
Consumer and Shopper Behaviour: Did not have time to prepare meals but wanted to lead a healthy
lifestyle
3
2. How was GCP handling the marketing of the three product lines?
What were their motivations behind their strategies? Critically discuss
GCP’s approach.
According to the calculations, Dinardo 32 and Dinardo 16 both give negative returns on marketing
investment for promotion
Natural Meals offer a positive return on marketing investment
In case of Natural Meals, as the cannibalization effect is not that significant. Hence, a small size national
promotion on Natural Meals can be run 8
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