From: Chuck Smith Date: July 1‚ 2014 Subject: Lawry’s Steak Sauce Situation On April 1‚ 2003 Unilever will begin distributing Lawry’s Steak Sauce. Unilever chose April 1 to gain full distribution before the peak summer grilling season. Lawry’s has aggressively planned to promote their product through advertising‚ low pricing‚ and sampling. Lawry’s steak sauce will have a two-for-$5 promotional price point and are asking for the Memorial Day in store promotion at Publix. Ten percent
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share. A new rising competitor is Lawry’s with new product‚ steak sauce. Collaborators: Our collaborators consist of virtually every grocery store‚ merchandiser‚ and club store. They all carry our product which is mostly located in the condiment isle. Company: A.1 steak sauce started in England in the 1830s by Henderson William Brand‚ the chef King George. He was so delighted with the sauce that he proclaimed it to be A.1. Since‚ then‚ A.1 made its way to the United States in the early 1900s and
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A1 Steak Sauce and Marinades | To: | Smith‚ Chuck | From: | | CC: | | Date: | | Re: | Lawry’s Defense | Comments: | Issue Lawry is attempting to release a new steak sauce that should penetrate the market by early April. Obviously a new player in the market is not a major concern to A1/Kraft‚ having over 50 percent of the market share. The best case scenario for Lawry is that they will only gain ten percent of the market share. The direct threat for A1 lies with Lawry’s marketing
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Company Description A.1. Steak Sauce is one of the premier brands in the Kraft Foods portfolio. Developed in England during the 18th century its name originated from King George declaring the Steak Sauce as “A.1.”. A.1. Steak Sauce was first sold in North America in the early 1900s. A.1. Steak Sauce was obtained as a part of the portfolio when Kraft Foods acquired Nabisco‚ another food company‚ in 2000. A leader in the Steak Sauce category‚ A.1. Steak Sauce‚ with a market share of 54% experienced
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A.1. Steak Sauce Case Analysis Arnell M. Carmichael Bellevue University MBA 652: Marketing Strategy Professor Adrianne Agulla Case Recap The authors stated that‚ “Kraft Foods was the second largest food company in the world and the largest food company in the United States‚” (Kerin & Peterson‚ 2010). A.1. Steak Sauce is a condiment “power house” in the Kraft portfolio that made incomparable profits for the company. Lawry’s‚ one of Kraft’s long-lasting competitors‚ endeavors to
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Recap A.1. Steak Sauce is one of the premier brands in the Kraft Foods portfolio‚ there is little competition‚ high sales and excellent margins (Kerin & Peterson‚ 2010). Currently‚ their closest competitor is Heinz 57 but they are not seen as a direct competitor because they market their sauce as being versatile for all meats. Lawry’s is introducing a steak sauce on April 1‚ just in time for summer grilling season. They plan on offering a 2 for $5 promotional price. Executives at A.1. need to
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Chuck Smith From: XXXX Date: June 22‚ 2012 Re: A.1. Steak Sauce: Lawry’s Defense Case Analysis I apologize for missing Friday’s meeting; I heard that we got quite the news! I reached out several members on the cross-functional team to get all caught up. From what I have gathered‚ thus far is that you received an email from Susan Connor regarding the Publix account. She made us aware that Publix is considering promoting Lawry’s new steak sauce in the Memorial Day ad unless we are prepared to match
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launching a new steak sauce product nationally with an April 1 start ship and is asking for the Memorial Day ad at Publix‚ with a two-for-$5 promotional price point. How should A.1. respond to Lawry’s launch? Should A.1. defend itself against the launch and if so‚ what should A.1. do? A.1. had little competition‚ substantial sales‚ and excellent margins with a long history. A.1. was the leader in the steak sauce category with a dollar share of more than 50 %. Heinz 57 was A.1.’s largest branded
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Page 1 1) How would you characterize the A1 Steak Sauce business? In 1830‚ Henderson William Brand‚ chef to England’ King George developed a sauce that so delight the king he proclaimed it to be “A1”. The product was first sold in North America in the early 1900s. Kraft Foods acquired A1 in 2000 as part of its acquisition of Nabisco. Kraft Foods was the largest food company in the United States and second largest in the world. Kraft Foods most direct competitors were General Mills‚ Unilever
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Problem / Issue A.1. Steak Sauce is a brand of Kraft Foods with little competition in the steak sauce market. The product currently has the majority dollar and volume market shares in the steak sauce market. However‚ unit and volume sales have remained flat. In February of 2003‚ A.1. becomes aware of new competition entering the steak sauce market. Lawry’s‚ which is owned by Unilever‚ has announced an April 1 launch of its own steak sauce. Lawry’s has approached Publix and requesting the Memorial
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