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BENSONS INC.

, OLD HOME KITCHENS DIVISION


(MANUFACTURERS OF FRUIT CAKES)
SUBMITTED BY: GURSHARAN SINGH GURINDER BADH MUNISH SHARMA HITESH DOGRA

COMPANY BACKGROUND

W. HOWARD BENSON(MD) OPENED THE FIRST BENSONS BAKERY IN ATHENS, GEORGIA. PRODUCT LINE:BREAD , ROLLS AND CAKES NAME ASSOCIATED WITH HIGH QUALITY AND PERSONAL ATTENTION GAVE THOUSANDS OF LOAVES OF BREAD TO

HUNGRY PEOPLE DURIND WORLD WAR 2.

DIVERSIFIED INTO THREE MAIN DIVISIONS : THE HOLSOME BAKERY , MOTEL ENTERPRISES, OLD HOME

KITCHENS.

OLD HOME FRUIT CAKE


INTRODUCED OLD HOME FRUIT CAKES IN CIVIC CLUBS LOAF SHAPED AND PRESLICED SOLD THROUGH SUPERMARKETS SOLD IN THREE STYLES WITH 75 % OF FRUIT AND NUTS AND 25 % OF POUND CAKE BATTER.

OLD HOME KITCHEN ORGANIZATION


DIVIDED INTO FOUR AREAS : PRODUCTION , DISTRIBUTION , COMMERCIAL AND FUND RAISING THE CLUB PLAN COMPETITION: CLAXTON FRUIT CAKE COMPANY BETTER PRODUCT , CONVENIENCE OF PRESLICING AND A MORE AGGRESSIVE SALES STRATEGY HELPED TO

SURPASS CLAXTON IN THREE YEARS

ADVERTISING AND PROMOTION


COUPON ADS DIRECT MAIL TO ORGANIZATIONS BROCHURES DISPLAY POSTERS SALES KITS ADVERTISING MATS SAMPLE SLICES BONUS CAKES WITH 16 CASES OF FRUIT CAKES

BUDGET: $100000

REVALUATION OF MARKETING STRATEGY


INNOVATIVE PLAN BY STOLL: PHONE POWER SIX WATS LINES WERE INSTALLED ONE GEORGIA LINE , TWO FOR AREA THREE AND ONE FOR AREA SIX MONITOR WAS INTALLED IN HEADQUARTERS TO PROTECT THE CUTOMER AND THE INTERVIEWER AND TO IMPROVE THE CONTENT OF THE INTERVIEW

25% MORE EFFICIENT THAN REGULAR DIALING

REQUIRES 12 PART TIME SALES EMPLOYEES FOR PHONE POWER THREE DAYS SALES TRAINING AND RATED ON THE STANDARD OF PERFORMANCE (AVERAGING THREE INTERVIEWS PER HOUR) LESS TIME WASTED IN TRAVELLING AND MAKING

COLD CALLS
FIVE HOURS OF COLLEGE CREDIT WAS GIVEN TO THE STUDENTS ANOTHER PROGRAM: INDEPENDENT AGENT

SALES MANAGER REDUCED FROM 5 TO 2 ONE WAS SENT TO RECRUIT AGENTS FOR THE COMPANY IN SELECTED METROPOLITAN CITIES IN ITS FOURTH YEAR , THERE WERE 45 AGENTS THROUGHOUT THE U.S. NUMBER OF AGENTS WERE ACCORDING TO THE

POPULATION OF THE AREA(3 IN LA BUT ONLY 1 IN


VIRGINIA) THESE TWO PLANS HELPED THE COMPANY IN INCREASING PROFITS ALONG WITH SALES

PROBLEM OF IDENTIFYING TARGET MARKET


NO RELIABLE DATA CONCERNING THE FUND RAISING MARKET OUT OF 80 % OF THE PEOPLE BUYING FRUIT CAKE 75% WAS DOING THIS JUST BEFORE THE THANKS GIVING DAY ONE TIME OR CONTINUOUS PROJECT

SOLUTION TO THE PROBLEM


CHANGED THEIR RESERCH FROM PRODUCT ORIENTED TO SURVEY ORIENTED MAIL QUESTIONNAIRES(CHEAPEST METHOD) NATIONAL RESEARCH CENTRES MAINTAINING INDEXES OF CONSUMERS SEMINAR TYPE QUESTION AND ASWER PROGRAM

WILL BE IMPLEMENTED WITHIN NEXT YEAR