Giant Consumer Products Inc Case Study

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Giant Consumer Products
In the case of Giant Consumer Products, Inc. (GCP), the background of this supermarket’s performance, specifically in the Frozen Foods Division (FFD), is reviewed and applied to promotional marketing decisions. Presented by Harvard Business School in 2012, Giant Consumer Products: The Sales Promotion Resource Allocation Decision provides a comprehensive overview of GCP’s overall financial stature, with insights into its FFD including industry and company context, promotional planning, execution, and allocation (Bharadwaj & Delurgio, 2012). In pursuit of further analysis, GCP’s case background can be reviewed and summarized by conducting a situational analysis, determining the core issues, evaluating alternative solutions, and providing concluding
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The company could choose to run a national promotional campaign for Dinardo’s 32, Dinardo’s 16, or Natural Meals. Otherwise, they could opt to not promote any specific brand to consumers, instead relying on alternate avenues to promote with retailers. In general, running a sales promotion for any of the three brand categories would result in increased sales in the short run for the targeted products within the scope of the specific campaign. However, this strategy also risks cannibalization of the remaining product lines, specifically within the Dinardo product lines. A campaign for either the product size may lead to short term sales increase, but could also potentially eat into the market share of alternative company products. According to the comparison of sales volumes provided within the case study, estimates for the indirect costs of such cannibalization negated the potential benefits of a targeted national campaign. Based on the data provided, such national campaigns have ultimately negatively affected the overall marketing margin (Bharadwaj & Delurgio,

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