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BENSONS INC., OLD
HOME KITCHENS
DIVISION
(MANUFACTURERS OF FRUIT CAKES)
SUBMITTED BY:
GURSHARAN SINGH
GURINDER BADH
MUNISH SHARMA
HITESH DOGRA
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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.
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DIVERSIFIED INTO THREE MAIN DIVISIONS : THE
HOLSOME BAKERY , MOTEL ENTERPRISES, OLD HOME
KITCHENS.
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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.
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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
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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
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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
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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
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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
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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
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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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