Question

Topic: Strategy

Promotional Strategy For A Sausage Product

Posted by Anonymous on 2/3/2012 at 9:09 AM ET 250 Points
Greetings:)

My name is Dinu, I'am from Moldova and I have recently graduated with a Marketing major. Currently I'm working at a big national company specialized in production and distribution of meat products and sausages. While the company is relatively young (6 years) our products have a big presence across the whole country and in big grocery stores and supermarkets.

I have a task to elaborate and implement a promotional plan for a product that is selling very bad in comparison to the same product of our competitors.

A little background.

- We have a particularly bad history with this type of sausage. In the past the company wasn't able to provide the necessary quality ,and customers instantly stopped buying it. Now we've made the necessary corrections and the quality is better, but our competitors are way ahead of us.

Our board is reluctant to use mass advertising of the product believing it's a waste of money.

I'm thinking of rebranding the product entirely, to eliminate the past negative associations, new package new name, new label, etc.

I would be really grateful to receive any ideas and ways of promotion? Maybe some uncommon techniques to increase it's sale.

I'm working at the company for just a month and that's my first job. I'm obviously inexperienced and don't have another marketing manager to show me the way, so I am counting on your help guys:)

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RESPONSES

  • Posted on 2/7/2012 at 11:24 AM Accepted
    Dinu,
    Sounds like you have an up hill battle. With the past negative reactions from customers, sampling the new product is a must. I would suggest offering demo services to the grocery stores (your company would send out staff and provide the product and promotional materials). You may even think about offering a discounted price on a certain amount purchased.

    I think the idea of new name, new logo, new packaging is a good idea. You don't want customers to connect the new improved product with the old negative one.

    Hope that helps and good luck!

    Bethany
  • Posted on 2/8/2012 at 4:03 AM Author
    Bethany,

    Thank you so much for your input and suggestion. We've already done sampling and offered promotional materials. It may work on a short term, but the gap between competition is too big. I suggested to differentiate the product, tweak it a bit and make it brand new.

    At least my Boss has hired another marketing specialist who's experienced. Hopefully she'll mentor me and we'll make a good partnership.


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