Marketing1 - Marketing-10/31 3.1 billion dollars spent on Halloween costumes-marketing 8 billion on fathers day 10.4 on mothers day easter 10.5 v

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Marketing-10/31 3.1 billion dollars spent on Halloween costumes-marketing 8 billion on father’s day 10.4 on mother’s day easter 10.5, v day 12.8, Christmas Hanukah kwanzaa 220.0 brand icon/logo every year as Halloween costume Halloween ad in germany-terrible and scary John ghingo-marketing director-oreos Challenging time-costs going up in unprecedented way-commodity prices increasing-take pricing up to survive-consumers have more difficult time keeping up w higher prices Strategies to address-trying to minimize price increases-different value size items- larger size at more attractive price point-more cookies for money-win-win situation Mom can stock up and save money Work more with value channel partners-different retail outlets-club channel, cosco, sam’s club, dollar stores-doing very well so need to have right relationships w those customers to meet needs of customers who walk through those doors Bigger dollar chains have been doing more building of higher equity, higher quality stocking-be at price points important to them (oreo) Raise retail prices Need to react-timing issues w cost-delay w going through packaging-can’t drop prices immediately if costs decreasing-offer more incentive for consumers- coupons-more value Want consumers to think price paying is worth while Stronger brand, less discounting
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This note was uploaded on 11/27/2008 for the course AEM 2400 taught by Professor Mclaughlin,e. during the Fall '07 term at Cornell University (Engineering School).

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Marketing1 - Marketing-10/31 3.1 billion dollars spent on Halloween costumes-marketing 8 billion on fathers day 10.4 on mothers day easter 10.5 v

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