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    Bensons Bakery

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    Guri Randhawa
    The document summarizes the history and operations of Benson's Inc., Old Home Kitchens Division, a manufacturer of fruitcakes. It details how the company was founded, its product lines and expansion into three main divisions. It also outlines the company's marketing strategies over the years, including its flagship Old Home fruitcakes, advertising approaches, evaluation of phone-based sales, use of independent agents, and efforts to better identify its target market through consumer research.

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    Bensons Bakery

    Uploaded by

    Guri Randhawa
    182 views12 pages
    The document summarizes the history and operations of Benson's Inc., Old Home Kitchens Division, a manufacturer of fruitcakes. It details how the company was founded, its product lines and expansion into three main divisions. It also outlines the company's marketing strategies over the years, including its flagship Old Home fruitcakes, advertising approaches, evaluation of phone-based sales, use of independent agents, and efforts to better identify its target market through consumer research.

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    history and marketting done by bensons

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    bensons bakery

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    The document summarizes the history and operations of Benson's Inc., Old Home Kitchens Division, a manufacturer of fruitcakes. It details how the company was founded, its product lines and expansion into three main divisions. It also outlines the company's marketing strategies over the years, including its flagship Old Home fruitcakes, advertising approaches, evaluation of phone-based sales, use of independent agents, and efforts to better identify its target market through consumer research.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    182 views12 pages

    Bensons Bakery

    Uploaded by

    Guri Randhawa
    The document summarizes the history and operations of Benson's Inc., Old Home Kitchens Division, a manufacturer of fruitcakes. It details how the company was founded, its product lines and expansion into three main divisions. It also outlines the company's marketing strategies over the years, including its flagship Old Home fruitcakes, advertising approaches, evaluation of phone-based sales, use of independent agents, and efforts to better identify its target market through consumer research.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    BENSONS INC.

    , OLD HOME KITCHENS DIVISION


    (MANUFACTURERS OF FRUIT CAKES)
    SUBMITTED BY: GURSHARAN SINGH GURINDER BADH MUNISH SHARMA HITESH DOGRA

    COMPANY BACKGROUND

    W. HOWARD BENSON(MD) OPENED THE FIRST BENSONS BAKERY IN ATHENS, GEORGIA. PRODUCT LINE:BREAD , ROLLS AND CAKES NAME ASSOCIATED WITH HIGH QUALITY AND PERSONAL ATTENTION GAVE THOUSANDS OF LOAVES OF BREAD TO

    HUNGRY PEOPLE DURIND WORLD WAR 2.

    DIVERSIFIED INTO THREE MAIN DIVISIONS : THE HOLSOME BAKERY , MOTEL ENTERPRISES, OLD HOME

    KITCHENS.

    OLD HOME FRUIT CAKE


    INTRODUCED OLD HOME FRUIT CAKES IN CIVIC CLUBS LOAF SHAPED AND PRESLICED SOLD THROUGH SUPERMARKETS SOLD IN THREE STYLES WITH 75 % OF FRUIT AND NUTS AND 25 % OF POUND CAKE BATTER.

    OLD HOME KITCHEN ORGANIZATION


    DIVIDED INTO FOUR AREAS : PRODUCTION , DISTRIBUTION , COMMERCIAL AND FUND RAISING THE CLUB PLAN COMPETITION: CLAXTON FRUIT CAKE COMPANY BETTER PRODUCT , CONVENIENCE OF PRESLICING AND A MORE AGGRESSIVE SALES STRATEGY HELPED TO

    SURPASS CLAXTON IN THREE YEARS

    ADVERTISING AND PROMOTION


    COUPON ADS DIRECT MAIL TO ORGANIZATIONS BROCHURES DISPLAY POSTERS SALES KITS ADVERTISING MATS SAMPLE SLICES BONUS CAKES WITH 16 CASES OF FRUIT CAKES

    BUDGET: $100000

    REVALUATION OF MARKETING STRATEGY


    INNOVATIVE PLAN BY STOLL: PHONE POWER SIX WATS LINES WERE INSTALLED ONE GEORGIA LINE , TWO FOR AREA THREE AND ONE FOR AREA SIX MONITOR WAS INTALLED IN HEADQUARTERS TO PROTECT THE CUTOMER AND THE INTERVIEWER AND TO IMPROVE THE CONTENT OF THE INTERVIEW

    25% MORE EFFICIENT THAN REGULAR DIALING

    REQUIRES 12 PART TIME SALES EMPLOYEES FOR PHONE POWER THREE DAYS SALES TRAINING AND RATED ON THE STANDARD OF PERFORMANCE (AVERAGING THREE INTERVIEWS PER HOUR) LESS TIME WASTED IN TRAVELLING AND MAKING

    COLD CALLS
    FIVE HOURS OF COLLEGE CREDIT WAS GIVEN TO THE STUDENTS ANOTHER PROGRAM: INDEPENDENT AGENT

    SALES MANAGER REDUCED FROM 5 TO 2 ONE WAS SENT TO RECRUIT AGENTS FOR THE COMPANY IN SELECTED METROPOLITAN CITIES IN ITS FOURTH YEAR , THERE WERE 45 AGENTS THROUGHOUT THE U.S. NUMBER OF AGENTS WERE ACCORDING TO THE

    POPULATION OF THE AREA(3 IN LA BUT ONLY 1 IN


    VIRGINIA) THESE TWO PLANS HELPED THE COMPANY IN INCREASING PROFITS ALONG WITH SALES

    PROBLEM OF IDENTIFYING TARGET MARKET


    NO RELIABLE DATA CONCERNING THE FUND RAISING MARKET OUT OF 80 % OF THE PEOPLE BUYING FRUIT CAKE 75% WAS DOING THIS JUST BEFORE THE THANKS GIVING DAY ONE TIME OR CONTINUOUS PROJECT

    SOLUTION TO THE PROBLEM


    CHANGED THEIR RESERCH FROM PRODUCT ORIENTED TO SURVEY ORIENTED MAIL QUESTIONNAIRES(CHEAPEST METHOD) NATIONAL RESEARCH CENTRES MAINTAINING INDEXES OF CONSUMERS SEMINAR TYPE QUESTION AND ASWER PROGRAM

    WILL BE IMPLEMENTED WITHIN NEXT YEAR

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