In the future, Culinarian needs to find other ways to stimulate interest in their brand. I don't think promotional pricing should be an avenue that Culinarian uses in the future. It degrades its hard won brand equity. It also establishes unrealistic expectations among trade partners and erodes margins.
Instead Culinarian, might investigate partnering with a well known food personality to generate more excitement over the Culinarian products. Choosing the right endorser is key in this situation. They would need to find a chef who is personable but comes across as someone who appreciates the fine quality of exceptional cookware. Once this partnership is in place, Culinarian will have infinite possibilities for unique promotions that don't rely on price reductions. Many people purchase products that are associated with their favorite celebrities and this could create some pull excitement. With demand from the buying public stimulating orders, trade partners desires for price promotions won't be as important. With the endorsement, the pricing of products would need to be reevaluated as endorsements can be expensive.
It is important for Culinarian to continue to promote its products. If it does not, other competitors will certainly fill the void. The key is making sure to choose the appropriate type of promotion that makes sense for the company. There are plenty of ways to be inventive, clever and unique in the marketing realm. Instead of doing what others have always done, it is time to venture out and take part in different promotional strategies that communicate the quality of Culinarian effectively while staying true to the Culinarian brand and message of luxury cookware. With the appropriate promotion, the company won't have to worry about reducing margins to generate orders, they will be able to gain market share and expand its distribution saturation.
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