Dutch Foods Industries Company

The principal issue in this case involves the development of an effective marketing strategy for the introduction of a new product Slamix, an enhanced salad dressing product. Crucial elements to be determined for the marketing strategy for this new product are positioning (a product strategy consideration), pricing, and promotion all elements of the marketing mix for the product. Market segmentation issues and other aspects of a product strategy (quality, branding, packaging, and life-cycle) largely have been determined, although these factors must be addressed in the marketing strategy for Slamix.

The initial section of this case presents an analysis of the relevant factors, develops strategy alternatives, and recommends a strategy for adoption by the company. The following section of the case presents a marketing plan for the implementation of the recommended strategy.

The analysis of the situation is concerned with those characteristics of the company, the market, and the product that will influence the development of a marketing strategy for Slamix. These factors are addressed within the contexts of (1) a S.W.O.T. analysis, (2) a marketing S.W.O.T. analysis, (3) marketing mix, (4) company strategies, (5) product positioning by the company, (6) strategy alternatives for Slamix, and (7) a recommended strategy for Slamix. Although these issues are discussed separately, strong interrelationshi

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sk of defining the price range and price movement through the time period required to support the organizational sales and profit objectives and to support product positioning decisions. Pricing tactics, on the other hand, is the task of setting the specific price levels, together with the conditions for altering the specific prices, for specific products. The initial step which must be taken by a marketing organization in the development of a pricing strategy is the establishing of pricing objectives. Pricing objectives may be categorized as follows: 1. Profit-maximization pricing, which refers to the extraction of the maximum profit over the shortest possible time period. 2. Market-share pricing, which is used by a marketing organization willing to forego some short-term profits for a long-term assurance of market share. 3. Market skimming, which is a practice of exploiting a new product to the maximum, before competing products are placed on the market or before fad interest in the product wanes. 4. Current-revenue pricing, which is a cash generating strategy for firms requiring cash quickly and for which liquidity requirements are more pressing than are profitability goals. 5. Target-profit pricing, through which

Category: Business - D