Case Study: Reliance Baking Soda
Reliance Baking Soda (RBS) is a product that sets out to compete in categories dominated by household cleaners and private label brands. RBS customers are home economist, women aged 35-55—that appreciate the quality, consistency, and the flexibility of the product. While RBS is well known for its excellent brand awareness and loyalty, the RBS push strategies are relatively obscure and congested. Currently, the company struggles with raising the consumer consumption, focusing on the main message for each advertisement, and displaying the company’s idealism for the product through the advertising. We want to re-evaluate the company’s distribution objectives--where, when, and how ads are placed. Over the years the gross sales have decreased. From 2005 to 2006 the company’s gross sales increased by about $6,000 from $14,840 to $20,568; then from 2006 to 2007 the gross sales decreased from $20,568 to $14,864. To try and compensate for these gross …show more content…
Previously, when Reliance Baking Soda advertisements, the ad would include how to use the product to cook, clean, and deodorize-- the ads were relatively congested, which either confused consumers or overwhelmed them. In the future, there will be a selective distribution of RBS ads with hopes of creating a selective demand amongst consumers; indeed influencing consumers to desire the RBS brand over any other leading brand. For example, an RBS ad in the Taste of Home magazine would include recipes which require baking soda and the benefits of using RBS baking soda over the leading brand. By the same token, If there is an ad in a fashion magazine RBS should concentrate on “Ways to Deodorize Shoes” or “How to clothes using the product. Likewise, if an ad is a magazine that's focal point is clothing, RBS will provide a ritual of how to get stains out of a dress using baking
Reliance Baking Soda (RBS) is a product that sets out to compete in categories dominated by household cleaners and private label brands. RBS customers are home economist, women aged 35-55—that appreciate the quality, consistency, and the flexibility of the product. While RBS is well known for its excellent brand awareness and loyalty, the RBS push strategies are relatively obscure and congested. Currently, the company struggles with raising the consumer consumption, focusing on the main message for each advertisement, and displaying the company’s idealism for the product through the advertising. We want to re-evaluate the company’s distribution objectives--where, when, and how ads are placed. Over the years the gross sales have decreased. From 2005 to 2006 the company’s gross sales increased by about $6,000 from $14,840 to $20,568; then from 2006 to 2007 the gross sales decreased from $20,568 to $14,864. To try and compensate for these gross …show more content…
Previously, when Reliance Baking Soda advertisements, the ad would include how to use the product to cook, clean, and deodorize-- the ads were relatively congested, which either confused consumers or overwhelmed them. In the future, there will be a selective distribution of RBS ads with hopes of creating a selective demand amongst consumers; indeed influencing consumers to desire the RBS brand over any other leading brand. For example, an RBS ad in the Taste of Home magazine would include recipes which require baking soda and the benefits of using RBS baking soda over the leading brand. By the same token, If there is an ad in a fashion magazine RBS should concentrate on “Ways to Deodorize Shoes” or “How to clothes using the product. Likewise, if an ad is a magazine that's focal point is clothing, RBS will provide a ritual of how to get stains out of a dress using baking