Lesson 3 - Week 9 / Culinarian Cookware: A case study in pricing and promotion strategy

Culinarian Cookware: A case study in pricing and promotion strategy
In 2004 the market was: 75% of its customers were 30 to 55 years of age, 8@5 women, 70% has household incomes over $75,000. Product performance and durability were regarded the most important  features in selecting cookware.
A 20% discount was available from April 1 to May 31, 187,000  (normal sales would have been) were sold during the promotion, 80% of households who already owned one of more Culinarian products, 70% said discount was very important in their purchase.
May 2005 20% promotion.

1. Was the previous promotion effective in achieving the goals specified in the case?  Most importantly was it profitable?

  Conclusion, higher sales than in 2003 for a big percentage

1. What aspects of the promotion worked best and which were less successful? 

Work  best: the one in spring 2004
Work less successful: CX1 promotion was not sucessful

1. Should Culinarian run a promotion prospectively?  Why or why not? Yes, because it helps to motivate new sales