You are currently working for a company called Pierogi’s and More. This company specializes in authentic ethnic European style foods. Product offering includes Blintzes, Golabki, Kaputsa, and Kielbasa, but the main item in the product line is the traditional Pierogi. A pierogi is best described as a piece of pastry or dough that is stuffed with various ingredients. Going back to the tradition of the product, the original pierogis were normally stuffed with mashed potatoes, spinach, sauerkraut and/or variety of cheeses. The pierogi was the ‘worker’ or ‘laborers’ meal, so consequently did not include meats as they were not affordable but when available, some meats would be an ingredient in the pierogi. These meat-based pierogis were considered a delicacy and used mainly for special occasions. The pricing strategy has been qualityNalue-priced based. The company has been trying to develop a reputation and perspective of a high quality item. The standard price for one dozen pierogis has been $5.99 per dozen. This price is a little higher than the prices of the main competitors. Depending upon the ingredients, the competitors’ prices range from $2.79 to $5.39 per dozen in most grocery stores. Based on the current production costs and overheads, there is some room to manipulate price, but there is a desire to make sure that the pricing strategy reflects the quality of the product. While the company has completed no in-depth research or analysis, management believes they offer the highest quality pierogi on the market and believes their price should reflect as much. A breakdown of the cost structure revealed total variable costs of $1.87/dozen and total fixed costs of $0.20/dozen. Pierogi’s and More is starting to enter a new phase of distribution. To this point, sales were through the current company store front or direct sales to a few local markets. The company is now branching into specialty or higher end grocery retail. This change will require the inclusion of a wholesaler into the marketing channel. Studies have shown that most grocery wholesalers maintain a 30 percent mark-up while the retailer maintains a 25 percent mark-up. Pierogi’s and More desires to maintain their current price point at the retail level when they enter this new distribution channel. The company would also like to maintain a 45 percent mark-up.
Based upon the above information, please respond to the following: a: Using the target price of $5.99, determine the price point the company should use for the wholesaler. Does this price point allow the company to maintain its desired 45 percent mark-up? If you know that the consumer price elasticity for this product group is 0.80, what would be your concerns when establishing the price? b: Do you believe the company should continue to use a value-based pricing mechanism? Why or why not? If you know the customer group has a high level of price sensitivity, what is your concern with this pricing scenario?
c: In addition to the pricing decisions, Pierogi’s and More does not have a promotional campaign designed for this new marketing channel. Prepare an appropriate marketing campaign to enter the new market. Be specific in your response. Does brand play a role in this process? d: Pierogi’s and more has the opportunity to distribute the product through the specialty store in both a frozen offering and a fresh offering in the deli/meat counter. Should their pricing structure be the same or different for the two products? How would this impact other aspects of the promotional mix? Does brand play any roll in this process?
e: Create a slogan for the business, less than 20 words, which captures the essence of the brand. Explain your rationale for the slogan. Then show how it should be incorporated within the brand image and integrated marketing communication plan.
Tune equip Logline: Thirty basic Australians fight for an opportunity to get a chronicle manage one of the world's driving music creation houses, Sony music. Pitch: Type: reality Target gathering of people: adolescents/grown-ups/family Thirty grown-ups are picked from the whole nation through tryouts. The grown-ups are picked in view of their opposition to sing and perform to a live crowd. Three expert artists from various classes continue over the tryouts. Every single Australian subject are given a reasonable for opportunity to take an interest in the investigation. The tryouts happen for a time of three months countrywide. The underlying number of challengers is one thousand two hundred. These individuals fit the bill for the primary tryouts. They are additionally subjected to more tryouts to diminish the quantity of members to six hundred substance. The procedure consistent until the point that the quantity of members is down to thirty members. The way toward trying out is sufficiently long to enable the group of onlookers to distinguish themselves with the member before the fundamental trying out begins. The last members are prepared for a time of three weeks previously the opposition is presently disclosed on Australian telecom enterprise. The preparation helps the members of the opposition will's identity the characters in the truth demonstrate to know industry standards to act out in the open. People in general is engaged with the way toward choosing the contenders that stay in the house. The thirty hopefuls are then placed in a house that will be their home for the following couple of months. They are furnished with all prerequisites that they will require amid the truth appear. The thirty candidates are prepared on weekdays on different music perspectives that assistance them to contend amid the ends of the week. Every one of the competitors play out a music that is picked by their melodic executives. They play out the tune on Saturdays to a live group of onlookers. The best entertainers on Saturdays return to the house while poor people entertainers are put on post trial supervision. The candidates that are put on post trial supervision are relied upon to play out the next week on Saturday. Four challengers are put on post trial supervision at the same time. They are given another opportunity to perform and awe the judges. After their execution, one of the candidates on post trial supervision loses their position and is removed from the house. The kindred candidates have the benefit of sparing one of the contenders that are put on post trial supervision. The judges spare one challenger and the general population spares one more candidate. The hopeful forgot is removed from the house. The show will air two times in seven days for a period forty-five minutes each. The truth show will be facilitated by a well known superstar and will be cohosted by another VIP of the contrary sex. This viewpoint is required to draw in the consideration of both genders not at all like the projects that are just viewed by one of the sexes.The show will pull in youngsters, grown-ups and the entire family on the loose. The gathering of people will have the alternative of picking which member stays in the opposition .the group of onlookers will choose who will in the end win the opposition. To: Australian telecom company From: media reporter Date: 27 February 2014 Subject: Program pitch proposition Presentation Media business is an exceptionally noteworthy industry to the economy and to the public(Allen and Hill, 2004). For example, contender for open office utilize cash to make and air TV plugs, which thus construct name acknowledgment, advance their issues, and assault their adversaries. TV promoting in this condition impacts the motivation setting, learning and voting periods of race battles. The plugs of different items, for example, cleansers, family unit hardware and foundations among different items and administrations ordinarily use the same strategies.The media business is today an instrument for forcing belief systems on the populace it serves. TV impacts conduct through the images and messages they communicate. A solitary thirty-minuteprogram can take a very long time to create, beginning with examine into the intended interest group and what energizes or draws in their consideration. Each picture and each word is precisely accomplished the best portrayal of the item and the get the watcher's interest(Australian Broadcasting Corporation, 2000). TV programsare the craftsmanship and investigation of effect. Program makers dependably go for guaranteeing that their intended interest group don't basically consider their projects. They need the message to slip in underneath the radar of basic judgment to accomplish the best outcomes (Jacka and Dolin, 2007). Subsequently, promoters will dependably make utilization of passionate messages and pictures. They additionally exploit the mind's oblivious processing.Scriptwriters have learnt that there are exceptionally powerful systems they can use with awesome aptitude to inspire the gathering of people to adjust the way they feel about the projects being circulated. On the off chance that they are fruitful, the group of onlookers will without staying alert that they have been affected, change the way they carry on. This procedure is visually impaired however the controllers of the procedure are definitely not. The best TV programs make a passionate state. TV programs outfitted towards particular target gathering of people is regularly visual, intelligent, utilizes infectious trademarks, utilizes famous people to pitch the items, and is basic yet successful in its language(Holmes and Jermyn, 2004). Broadcast seeing divulgences are probably intended to supply buyers with vital data for basic leadership. TV has the ability to influence since it has highlights that interest to our faculties. This interest originates from sound, development, vision and shading accordingly drawing in the eye. TV likewise has a mental, sociological and visual effect on the young.Due to the above reasons, broadcast business is an exceptionally critical segment of the Australian framework. It enables the makes of merchandise to show their items to people in general. Broadcast business greases up profitability by guaranteeing that purchasers meet venders. What's more, TV seeing keeps up the way of life of a general public through the airing of social projects. The social projects contain values that are grasped by the general population in the society.The TV station in Australia as of now includes programs that have colossal followings by one of the genders. The projects have either a gigantic male after or a colossal male after. The subsequent result is that none of the projects has an immense after from the whole Australian populace. The business has in this manner no much effect on the nationals of the nation. Issue proclamation The Australian TV station is confronting expanded rivalry from online advanced sources. Innovation enables individuals to stream telecom companies that are offered in different countries(Skeggs and Wood, 2012). Aussies are always grasping TV programs that are created in Hollywood. For example, a few online page activity watchers in 2014 demonstrated that the most sat in front of the TV program was session of positions of authority. The program is an epic TV program that is created in Hollywood in the United States.The most watched comic drama was accounted for to be current family, a program that is additionally a Hollywood generation. The broadcast business in Australia accordingly needs to present another program in their significant TV network(Turner, 2005). This training will empower the broadcasting company to get more watchers and defeat the universal competition.The TV station has the benefit of having neighborhood performing artists that they can use in their creation. The group of onlookers will recognize themselves with the neighborhood actors.However, the telecom company should think of an intriguing project that will grasped by the whole Aussies populace. Reality indicate decision There has been an expanding enthusiasm for unscripted tv indicates internationally. The class has the capacity of drawing in a tremendous group of onlookers. The group of onlookers is candidly appended to their preferred characters that are in the truth shows(Deaville, 2011).The most intriguing actuality about unscripted tv indicates is the way that no one knows the last victor. Both the group of onlookers and the makers of the show don't know who will be the last victor of the opposition. This is on the grounds that the group of onlookers through a legitimate web based voting plan that is checked by top measurable associations decides the last winners(Murray and Ouellette, 2004). Besides, the competitors are presented to a scope of conditions to discover how they handle diverse issues that may arise(Kraidy and Sender, 2011). The consequent intriguing truth that sets reality appears above different sorts in TV programs is the affection connections that are produced by the hopefuls while they are in the house. The group of onlookers is seriously pulled in to such connections and accordingly expands their survey of the program(In Slade, In Narro, and In Buchanan, 2014). After the creation of the show, individuals will watch the program for various reasons. Genuine devotees of music will watch tune adapt on the grounds that they have an energy of music and thus need to see a decent rivalry between the contesters(Kopp and Dawson, 2013). An area of the crowd will be pulled in to the show that happens in the house. For example, a few contenders may build up a genuine rivalry amongst them and the group of onlookers will be pulled in to the activities that these hopefuls will take while they are in the house. Aggressive Edge of Melody Gear Since the web based gushing requires the administrations of a network access maker, the web access suppliers in Australia should concoct arrangements where spilling song rigging will be charged at an exceptionally less expensive rate that will enable the general population to stream the show at a less expensive rate than the global substance. The Australian broadcasting company ought to likewise approach a programming engineer that will think of an applicati>GET ANSWER