Anna Regnante, newly appointed Domestic Brand Director for Reliance Baking Soda has three weeks to develop a recommendation and budget that will result in a 10% increase in profit over the previous year. Baking Soda is a mature, low involvement purchase. Being a newly graduated Pepperdine MBA marketing major, Anna calls you in a panic. How would you advise Anna? What should Anna do to increase profits by 10%? Make sure you include recommendations regarding push and pull communications.
Answer the following questions to help you prepare your recommendation.
Is the 10% profit increase a marketing objective or a communications objective? Why does it matter?
What are the pros and cons of a push (trade promotions) strategy vs. pull (consumer promotions and advertising) strategy?
Sample Solution