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Clique: Marketing and Shelf Space Paper

Though these have been viewed as necessary in order for stores to carry products, they undermine profit margins and ultimately create a constant bidding war that does a disservice to the manufacturer. By focusing! The discounts and allowances on the consumer, Clique will be better suited determine its destiny. Would reduce trade and allowances to 5. 15% rather than the previous 10. 3% which has been growing annually. With the Marketing and Sales department jointly steering the ship, relationships cool( Ochs On businesses who make all of the purchases in bulk. By finding out exactly what they like out of their products and the volume they need, Clique’s marketing and sales forces could craft direct deals and incentives of the business which they also would be able to monitor in order to evaluate effectiveness.

With research indicating that the value of pens and pencils amongst recognizable brands to consumers is sometimes indistinguishable, believe direct contact promoting discounts to the consumer will bring adduce value. By reducing the advertising budget, there will be more money freed make such direct allowances and discounts. This additional capital should also be deployed to purchase more shelf space from retailers. Once the real estate has been purchased directly (shelf space) the retailer will likely be MO comfortable with the eliminated discounts and allowances since they have received compensation up front. Starting with the basic costs, the tested pee and pencil set, delivered is $. 46, which is then wholesaled $. 94. This yields $. 48 of profit and a 51% profit margin.

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However with the typical trade discounts (to Staples for example) consisting of a 5. 5% volume allowance, 39 warehouse allowance and a 1. 5% stocking fee, the gross profit margin is educed to 45%. When Ferguson met with retail buyers about a change in the way discounts were administered, they indicated that a change would require them to increase regular retail prices by at least 5% in order to maintain thee gross profit margins. Logan Chin proposed a price in increase of 6% would cause a modest reduction of sales by 1%. By reducing the amount of trade discounts and by increasing the price, Clique would see an increase in gross revenue and its profit margin.

Clique currently has been selling 80% of its products on some type of deal even though there is only an 8 week formal jack to school sales period indicates a problem with its sales people and the additional deal “they felt they needed to make” to get an order. Would eliminate the individual discretion that each sales person had and focus more on a collective plan and percentage which would allow for uniformity. Especially knowing that the previous model has been most beneficial to the retailers, something they are privy too, shifting to a customer focus with deals and discounts, while also directly increasing the shelf space purchase budget (taken from the reduction in advertising) should bring positive results.

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