Summary Clique Pens
Summary Clique Pens
Summary Clique Pens
Student ID : 29115688
MBA YP 54A
School of Business and
Management
Institute Technology Bandung
2016
that
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4. Marketing Mix
- Product
Clique Pens was the wiriting implement product of US. Home.
Clique pens was found in 1922 by mennonite cousins in Kansas
City, Missouri. Its utilarian design was the hallmark of Clique
Pens. It represented the founders core value that was the
availablity of ink supply without stroking pen before flowing ink.
The core competency of Clique compared to its competitior was
in ink formula. Under US Home, Clique had grown steadily an in
2013 its stable of brands sold worldwide.
- Price
Clique pens was sold primarily to retailer with price reduction.
- Promotion
On average, 55 percent of Clique marketing budget was
allocated for trade promotion. Clique advertising and
communication programs were aimed at several market
segments consistent with its product line. The most consumer
promotion used was coupons. They were distributed through a
variety of media such as free standing-inserts in Sunday
newspapaer, special marketing event, in-store display and cash
register receipt. Coupon redemption rates for writing implements
were about 1,3 % lower than for most other consumer products.
- Place
Clique pens could be found at many types of retail outlets,
such as supermarket, mass retailers, drug store, warehouse club,
department stores and specality stores.
5. Problem Definition
The problem of the case was the decsent of gross profit
margin for 4 year as much as 3 percent. Elisa Ferguson proposed
MDF program to push the margin, so the problem can be defined
should Elisa Ferguson reduce the alowance for trader and increase
the price of clique pens and pencil?
6. Alternatives Formulation
The problem will be approached by using advantage and
disadvantage analysis for shifting from current marketing strategy
to MDF.
7. Alternatives Analysis
a. Advantage of Changing to MDF Program
The market development program was pointed for long term
strategy to take control the trade promotion. The market
development aimed to increase the end user for a brand demand