465, Sprin MKTO 465 spring 18 You are the new US marketing manager for Con Leguml, a new brand of pasta sauces lentils. The positioning statement for the brand reflects its overall strategy that is based on For health-conscious middle-class urban parents who are looking for quick and healthy vegetorian food options with added proteins, Con Legumi is a line of pasta souces thot provide troditional Italian lovors with the odded benefits of plant-based proteins, minerals and fibers and no additives. in unt stal ave t prvcn Your are in the process of determining the price at which the product should be marketed you need to analyze the financial consequences of your decisions, In order to complete the analysis you tional strategy. To convince the rest of the management team of the soundness of your stratesy and the tprce have to: a) determine a suggested retail price (MSRP) for the product (per jar) b) forecast your sales volume c) select which promotional activities you will use. The manufacturing cost for a 24 oz jar of Con Legumi is 90 cents. You will focus on selling din retailers such as Whole Foods and Marianos and online specialty stores, and calculate that these on average expect a trade margin of 30 percent. The distribution cost will be 5 cents/jar and you calculate a 2 cent overhead/jar. For you analysis, keep in mind that the MSRP does not represent your own per jar The Market and Competitive Environment The marke niche brands. You have found a lot of useful data for the US market for pasta sauces in the Mintel database that will help you develop your marketing plan. You will be able to use information about the total size of the market and brand level market shares to put together your sales forecast. Information t for pasta sauces in the US is competitive and includes a few large brands as well as new about competitors' prices can be found online and in stores. Options for your promotional strategy You have already researched a range of activities to include in your communication strategy. You have decided to include at least one print ad, but are not sure of which magazine you will use, and what other options will be useful for reaching your promotional goals. The table on the next page provides cost information for the main options. 465, Sprin MKTO 465 spring 18 You are the new US marketing manager for Con Leguml, a new brand of pasta sauces lentils. The positioning statement for the brand reflects its overall strategy that is based on For health-conscious middle-class urban parents who are looking for quick and healthy vegetorian food options with added proteins, Con Legumi is a line of pasta souces thot provide troditional Italian lovors with the odded benefits of plant-based proteins, minerals and fibers and no additives. in unt stal ave t prvcn Your are in the process of determining the price at which the product should be marketed you need to analyze the financial consequences of your decisions, In order to complete the analysis you tional strategy. To convince the rest of the management team of the soundness of your stratesy and the tprce have to: a) determine a suggested retail price (MSRP) for the product (per jar) b) forecast your sales volume c) select which promotional activities you will use. The manufacturing cost for a 24 oz jar of Con Legumi is 90 cents. You will focus on selling din retailers such as Whole Foods and Marianos and online specialty stores, and calculate that these on average expect a trade margin of 30 percent. The distribution cost will be 5 cents/jar and you calculate a 2 cent overhead/jar. For you analysis, keep in mind that the MSRP does not represent your own per jar The Market and Competitive Environment The marke niche brands. You have found a lot of useful data for the US market for pasta sauces in the Mintel database that will help you develop your marketing plan. You will be able to use information about the total size of the market and brand level market shares to put together your sales forecast. Information t for pasta sauces in the US is competitive and includes a few large brands as well as new about competitors' prices can be found online and in stores. Options for your promotional strategy You have already researched a range of activities to include in your communication strategy. You have decided to include at least one print ad, but are not sure of which magazine you will use, and what other options will be useful for reaching your promotional goals. The table on the next page provides cost information for the main options
