Oregon State University Reliance Baking Soda Analysis Paper

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Anna Regnante, newly appointed Domestic Brand Director for Reliance Baking Soda has three weeks to develop a recommendation and budget that will result in a 10% increase in profit over the previous year. Baking Soda is a mature, low involvement purchase. Being a newly graduated Pepperdine MBA marketing major, Anna calls you in a panic. How would you advise Anna? What should Anna do to increase profits by 10%? Make sure you include recommendations regarding push and pull communications.

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Answer the following questions to help you prepare your recommendation.

  • Is the 10% profit increase a marketing objective or a communications objective? Why does it matter?
  • What are the pros and cons of a push (trade promotions) strategy vs. pull (consumer promotions and advertising) strategy?
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