A1 Steak Sauce (Lawry's Defense) - Case Analysis

In: Business and Management

Submitted By jhonnyramirez
Words 3339
Pages 14

A1 Steak Sauce (Lawry's Defense) - Case Analysis
Selwyn Paul
Davenport University
Marketing Strategies
Dr. Paula Zobisch
Aug 09, 2011

A1 Steak Sauce (Lawry's Defense) - Case Analysis
Case Recap
A.1. Steak Sauce was founded in England in 1830 by King George's Chef, Henderson William Brand and introduced to North America in the early 1900s. The Sauce became a premier brand of Kraft Foods Inc. who acquired it from Nabisco in 2002. (Kerin & Peterson, 2011, 630). A.1. Steak Sauce had done well in sales, and was able to secure excellent margins for Kraft Foods Inc. with a market share of approximately 50% and a brand awareness that was second to none (Kerin & Peterson, 631). However due to a decrease in beef consumption in United States, Kraft Foods Inc. witnessed a drop in sales which led to subsequent stagnation as sales of the Steak Sauce flattened out. And despite an increase in dollar sales due to higher prices for the sauce, the unit and volume sales of the sauce continued on a flattened trajectory. A.1. Also faced stiff competition from Lawry an organization renowned for its spices and seasonings, who announced the launch of a new steak sauce.
Lawry’s strategy was to market their new steak sauce at a reduced price but very similar to A.1., with the goal of making Lawry the better choice for customers. As a result of this new competition from Lawry’s, Kraft Foods and A.1., was faced with the challenge of determining the best course of action the company should take to counteract this new threat. (Kerin & Peterson, 2011, 634)
Problem Identification
Lawry’s, a subsidiary of Unilever, famous for its marinades, seasoning blends, and premium spices throughout the United States is launching a new steak sauce with the intent of competing with A.1 for the prominent spot in…...

Similar Documents

Criminal Defense Case Analysis

...Criminal Defense Case Analysis Paper Brandy Alston University of Phoenix Criminal Law CJA/343 Professor Joseph Wade March 1, 2012 Criminal Defense Case Analysis Paper Many individuals are aware of the process that lawyer go through to convict an individual. The prosecution has to prove a reasonable doubt that the defendant is guilty of a crime, the accused does not have to present evidence for the innocent. The Fifth Amendment is the United States constitution states a defendant is not compelled to under oath criminate themselves, however in most cases the defendant want the chance to prove their innocent in court by having a defense. Criminal law is define as a code, rules, or statute that prohibits the conducts this is prohibit in region or state, federal government. However, when laws results in violations where the individual charged with the crime and haul off to jail. Although once the individual charged, they have the right to defend themselves in court with legal representation. This paper aims to examine and identify the different kind of criminal defense used in a criminal trial. This paper will discuss the two common defenses used in our justice system legal I did it but and factual I did not do it, the defense I did not do it means presumption of innocent and the defense I did it but means guilty with reason. Factual defense is the legal defense offers two group defense excuse and justification that has six categories for them. In......

Words: 1029 - Pages: 5

A1 Case

...Case Recap A.1. is the leader in the steak sauce industry and is one of the premier brands in the Kraft Foods offerings. The steak sauce giant “has little competition, substantial sales, and excellent margins” (Kerin & Peterson, 2010). The customers of A.1. are loyal and the market share of over 50% shows this. The problem facing A.1. is that Lawry’s has decided to launch a new steak sauce during the Memorial Day Weekend which is one of the holidays for the steak sauce industry due to the increase in grilling activities that take place. Lawry’s is owned by Unilever and is known for its seasonings and marinades. Lawry’s will launch its new steak sauce which has similar characteristics to the A.l. steak sauce, in both taste and appearance, and charge less per bottle as well as try to take over A.1.’s Memorial Day sales by offering a two-for$5 promotion through the supermarket Publix. This creates a problem for A.1. because the holiday weekend earns approximately 10% of its annual revenue. The question that Kraft Foods faces is how should the company react to the launch of Lawry’s steak sauce? Problem Identification The problem for Kraft Foods is figuring out how to react to the launch of the new Lawry’s steak sauce. The company has focused both time and resources on a marinade line for A.1, spending $10 million on advertising and $5 million on consumer promotion spending. “The marinade line was projected to lose about $7 million in operating profit in 2003, though...

Words: 1314 - Pages: 6

A.1 Steak Sauce Analisis

... Identificación del Negocio La salsa A.1 es una de las marcas o productos mas reconocidos del porfolio de Kraft Foods. Dentro del mercado tine muy poca competencia, ventas substanciales y exelentes márgenes de ganancia. Es uno de los productos con mayor trayectoria. Fue creada alrededor del año 1830 por Henderson William, el cocinero de el rey Jorge de Inglaterra, a quien le gusto tanto la salsa que la nombro “A.1”. EN la década de los 1900 es que se comienza a distribuir el producto en Norte America y para el año 2000 el producto fue adquirido por Kraft Foods, al comprar Nabisco. A B. Análisis de la Situación Actual Unilever va a lanzar al mercado una salsa semejante a la A.1 Steak Sauce creando una competencia directa. Ademas su estrategia es lanzar la nueva salsa, Lawry’s Steak Sauce, durante uno de los días mas importantes para las ventas de salsa para carnes, el dia de...

Words: 260 - Pages: 2

A 1 Steak Sauce Lawry's Defense Pricing Strategies

...pizza not heated as intended, tbe results can be terrible. Similarly, you commonly can't experience in advance moderate-to-low-priced consumer goods sucb as canned sardines or purcbased detergents. To make buyers more comfortable and cotifident about tangibles tbat can't be pretested, companies go beyond tbe literal promises of specifications, advertisements, and labels to provide reassurance. Packaging is one common tool. Pickles get put into reassuring see-tbrougb glass jars, cookies into cellopbane-windowed boxes, eanned goods get strong appetite-appealing pictures on tbe labels, arcbitects make elaborately enticing renderings, and proposals to NASA get packaged in binders tbat matcb the craftsmanship of Tyrolean leatherworkcrs. In all cases, the idea is to provide reassuring tangible [in tbese examples, visual) surrogates for wbat's promised but can't be more directly experienced before tbe sale. Hence, it's sensible to say tbat all products are in some important respects intangible, even giant turbine engines tbat weigb tons. No matter bow diligently designed in advatice and carefully constructed, tbey'll fail or disappoint if installed or used incorrectly. Tbe significance of all this for marketing can be profound. Wben prospective customers can't experience tbe product in advance, they are asked to buy wbat are essentially promises-promises of satisfaction. Even tangible, testable, feelable, smellable products are, before tbey're bougbt, largely just......

Words: 5485 - Pages: 22

A1 Steak Sauce

...A.1. Steak Sauce is a premier brand of Kraft Foods Inc. It was developed in 1830 and has been a leader in the steak sauce market with over a 50% share. In 2002, A.1. captured $150 million in sales with a retail price of $4.99, produced in a 10-ounce bottle. A.1. Steak Sauce has been able to excel in their market position by maintaining a superior brand image with strong brand loyalty, substantial sales, excellent margins and low competitor rivalry. A.1.’s main competitor is Heinz 57 which holds 16% of the market but did not compete with A.1.’s strong appeal and flavorful taste. In its current situation, A.1. Steak Sauce must defend its product against Lawry’s new steak sauce that it decides to launch in April. Lawry’s retail price will be $3.99 in the production of a 11-ounce bottle. Lawry plans to launch an aggressive advertising campaign of $20 million as well as being placed in Publix’s promotional ad for Memorial Day weekend with a 2 for $5 promotion. The sales from the Memorial Day weekend promotional ad accounts for 10% of A.1.Steak Sauce’s yearly revenues. A.1. steak sauce must come up with a way to generate enough sales to increase their market share by 10% as well as increase their volume/unit sales. A.1. has come up with a few options to react to Lawry’s plan which is listed below: Implement a 2 for $5 Implement a 2 for $4 promotion Do nothing A.1. must be able to respond to Lawry’s competitive launch while at the same time maintaining its brand loyalty,......

Words: 1247 - Pages: 5

A1 Case

...MEMORANDUM TO: Chuck Smith FROM: DATE: SUBJECT: A.1. Steak Sauce: Lawry’s Defense A. Situational Overview Kraft foods is one of the largest food companies in the United States with 67 major brands bringing in $100 million in annual sales. A.1. Steak sauce is one of the premier brands for Kraft Foods. It was created in 1830 by Henderson William Brand, who was the chef for England’s King George. When King George tried the sauce he was so happy with it and declared it to be “A1.” It was brought to North America during the early 1900’s, and Kraft Foods later on in the 2000’s acquired Nabisco which also brought along A.1. Steak Sauce. A1 sauce is the leader in the steak sauce category, and it ties into their high awareness with consumers. Although they are the leader in the category and sales have grown over the last couple of years, their unit and volume sales have become flat. They tried to reestablish the brand by broadening outside of just steak sauce. They had a horizontal extension in their product line by launching a line of marinates in 2002, and acquired 10% of the fast growing marinates market. The launching of the new marinate line for A.1. should create a future edge against the mature and slow growing steak market by becoming more diverse and offering a new product for the needs of other customer segments (Chernev, p. 154). During the infancy stage of the A.1. marinate line, the profitability will be limited because the market is not as aware of the......

Words: 2552 - Pages: 11

A.1. Steak Sauce Case Analysis

...Case Recap A.1. Steak Sauce, part of Kraft Foods, the leading food company in the United States, is the leading brand in the steak sauce industry. They have established brand superiority over the last 100 years and have faced little competition over that time. Their senior brand manager, Chuck Smith, is faced with the task of determining how to handle an aggressive attempt by Lawry’s, a leading brand in the marinades and seasonings market, to enter the steak sauce market. Smith and his associates must decide how to defend against the aggressive advertising and marketing campaign of Lawry’s new steak sauce which is looking to launch on April 1st (Kerin and Peterson, 2010). Problem Identification The problem that A.1. faces is that Lawry’s two-for-five dollar price promotion of their new steak sauce is expected to run in the Memorial Day ad for national grocery store chain Publix. Even though A.1. is by far the most distinguished and recognizable brand in the steak sauce market, this is especially concerning to A.1. because they typically run key price promotions on Memorial Day week. Their promotion typically consisted of an ad in the store flyer, an in-store display, and a discounted price of $4.49 for their standard 10 ounce bottle (down from the usual $4.99 retail price). Most stores would only recognize one brand per specific category for promotional weeks, so with Lawry’s promotion being priced so favorably for consumers, A.1. must decide if their brand loyalty...

Words: 1759 - Pages: 8

A1 Steak Sauce

...CASE STUDY Stankiewicz V. City of Manchester 156 NH 587 FACTS: Mr. Stankiewicz brought a suit against the city on Manchester for the restoration of his sick leave credit. This is because when he was sick the city had denied his request to get workers’ compensation but had instead permitted him to use his accumulated sick leave credit for the time he was absent. Mr. Stankiewicz sought a hearing with the New Hampshire Department of Labor and after the hearing he was awarded worker’s compensation benefits. The city paid the award but asked him to repay the sick leave money he received because he had now received workers’ compensation benefits for that period. The city informed him that once he repaid the sick leave money, his sick leave credit would be restored. Mr. Stankiewicz refused to the repay the money, and his sick leave was not restored. And in September 2005 the plaintiff filed a declaratory judgment action seeking restoration of his sick leave credit. ISSUE: One of the issues was a Motion to Dismiss on the basis that the jurisdiction over this matter lies with an arbitrator and not the court. DECISION: The decision of the trial court was affirmed in part. REASON: The reason was that the plaintiff’s claim was based upon the Manchester Code of Ordinances (MCO) over which the trial court may exercise jurisdiction, and not the Collective Bargaining Agreement (CBA). Therefore, it is irrelevant whether it is possible for the plaintiff to comply with the CBA’s......

Words: 368 - Pages: 2

Criminal Defense Case Analysis

...Criminal Defense Case Analysis Andrea Yates was born in Houston, Texas; she was a mother to five children, four boys and one girl. She was an excellent student during her childhood; after graduating from high school, she completed a nursing degree ("Andrea Yates Biography", 2013). She married Rusty Yates, a deeply religious man known to follow a preacher named Michael Woroniecki. Mr. Woroniecki often preached that bad mothers were going to hell, along with their children. Andrea Yates embraced the extremist’s sermon, convincing herself that her children were condemned because of her sins. Andrea Yates battled post-partum psychosis and post-partum depression for several years; she attempted suicide twice during the summer of 1999. On June 20, 2001, she drowned her five children, ages ranging between six months to seven years, one by one, in their family’s home bathtub. During the police interview, Andrea Yates confessed to killing her children because she considered herself an awful mother, therefore her children were doomed to go to hell. She believed that by murdering them, she would save them (Sweetingham, 2007). On July of 2001, Mrs. Yates is charged with two counts of capital murder; she pleaded not guilty by reason of insanity. During trial, Andrea Yates was legally represented by criminal defense attorney George Parnham. Among the evidence presented at trial to demonstrate the defendant’s unstable mental state was the expert testimony of a psychiatrist;......

Words: 1090 - Pages: 5

A1 Steak Sauce

...A.1 Steak Sauce Introduction A.1 is a premium Steak Sauce with an estimated 54% market share. In comparison, Lawry has a market share of around 10% while others such as Heinz and Private Label control the remaining 36% market share. A.1’s longevity in the market has propelled it to a market leadership position and consumers associate the product with quality. As the quality perception survey indicates, customers are willing to pay the price Kraft charges for A.1 and have a strong association with the product. The brand equity that A.1 enjoys allows Kraft to ignore Lawry’s planned Independence Day promotion because its competitive position is not centered on lowering prices. Analysis Steak sauce sales vary throughout the year, and Lawry’s planned promotion suggests that the company is targeting periods with high sales volume to run its promotions. The Independence Day and Memorial Day holidays account for approximately 10% of annual sales. Consequently, if Kraft opts to respond by lowering its price to $2.99, the company will lose substantial revenue, and the lower prices may not result in higher sales volumes to cover the deficit. Year 1 sales projection shows that Kraft will sell 33,113,228 units of A.1, and responding to Lawry’s promotion will mean selling 3,311,329 units at $2.99 which will lead to $6.6 million in lost revenue. Consumers still consider A.1 the best steak sauce in the market, and selling it at a reduced price may in fact drive some customers to the......

Words: 601 - Pages: 3

Criminal Defense Case Analysis

...Criminal Defense Case Analysis Melissa Bowman CJA/305 January 30, 2016 Jerri Green Introduction This paper will go over two cases that explain the nature and types of defense used and the evidence used to demonstrate the defense. The first case explained will discuss Andrea Yates, a mom who killed her five children on grounds of insanity. The next case Jean Harris also claimed to be insane and by accident killed someone by accident as she tried to commit suicide. It will also address how justification and excuse play a role in the cases. Lastly, the outcomes of each case will be given. Explain the nature and types of defenses used in the cases and what evidence was used to demonstrate the defense. There are multiple types of defense, justification and excuse are affirmative defenses. This is when it must be raised or asserted by the defendant independently of any claims made by the prosecutor. The first case to be explained is about Andrea Yates, the type of defense she chooses was innocence by reason of insanity Andrea Yates Biography. (2016). She had cited postpartum psychosis. Yates was treated for postpartum depression and psychosis; they showed that the illness ran in her family. The birth of her fifth child and death of her father was shown as a reason she fell into a severe depression. She had been admitted to Devereux-Texas Treatment Network and was put on psychotropic drug treatments Andrea Yates Biography. (2016). She was accused of drowning all......

Words: 783 - Pages: 4

A1 Steak Sauce

...Problem Identification One of the weaknesses identified in this marketing case by the company, is whether Kraft needs to prepare a defense report regarding the launch of “Lawry’s new steak sauce during the Memorial Day” event, while utilizing an aggressive promotional pricing strategy (Kerin & Peterson, 2010). Presently, A-1 is the leading steak sauce in the region. “A-1 was a clear leader in the steak sauce category with a dollar share of more than 50 percent” (Kerin & Peterson, 2012). In 2003, Kraft marinade line is projecting a lost of about 7 million in operating profit while struggling to maintain 10% profit growth. With the upcoming celebration, A-1 can’t afford to lose any sales as this is a peak time to generate that additional revenue. Case Analysis According to Kerin & Peterson (2010), “A-1 was the clear leader in the steak sauce category with a dollar category share of more than 50 percent” (p.509). During the years, the A-1 sauce experience growth in sales and also the marketing mix of the product. Additionally, the A-1 sauce is packaged in a heavy glass bottle which makes it a high quality product. As the leader in this category, A-1 serve nine out of ten steak house in the U.S. In 2001, the company decided to increase its product line by expanding the product to include a new marinade category. “A firm can better serve multiple segments, it can occupy more of the distributors’ shelf space, it offers customers a more complete selection, and......

Words: 286 - Pages: 2

A1 Steak Sauce

...A1 Steak Sauce: Lawry’s Defense Case Recap A1 is a premier steak sauce produced by Kraft Foods. On April 1st, Unilever will launch their own steak sauce under their brand name Lawry’s. As marketing tool, Lawry’s has requested for the upcoming Memorial Day Weekend, that Publix Grocery Stores promote their new product. The managers of A1 know that it is common practice for the other grocery chains to price match and begin to set their own competitive prices for Lawry’s Steak Sauce. It is the job of A1’s marketing team to come up with new marketing and advertising strategies in order to counteract the new competor’s product. Problem Identification The problems before A1 begin with the huge financial support (Kevin & Peterson, 2010) of their new rival. The second problem at hand is the competitors lower priced product that looks virtually the same as A1’s product. A third problem which concerns the marketing team pertains to the lack of growth in the steak sauce market and the failing efforts to expand the market. Problem number four that faces A1 is the grooling task of matching the competitor’s pricing while maintaining their own market share. Identifying the Root Problem Components With 46% of the steak sauce market, A1 is its major player. A1’s profit growth of 10% is being compromised by Lawry’s new product and the added expense of advertising. Another component of A1’s root problem involves, not only the price of the competitor’s product ($1.00 less......

Words: 1421 - Pages: 6

A1 Steak

...1. Executive OverviewThe company A.1. Steak Sauce is the leader in its industry. However, the firm is faced with a challenge when Lawry’s, an organization which traditionally dominates the spice and seasoning industry, announces the launch of its new steak sauce in April of 2003. A.1. should determine the organization’s potential reactions to this new threat and then select the alternatives which would produce the greatest benefit with the least disadvantages. 2. Background InformationA.1. Steak Sauce is a division of Kraft Foods Incorporation (Kerin and Peterson 630). This branch was acquired in 2000 from Nabisco (Kerin and Peterson 630). A.1. Steak Sauce was originally founded by King George’s Chef, Henderson William Brand, in England in the year 1830 (Kerin and Peterson 630). The product was introduced into the North American market in the early 1900s (Kerin and Peterson 630). 3. The DilemmaLawry’s, a branch of Unilever, is known as the United State’s “leading provider of premium spice and seasoning blends, marinades, and other flavorings” (Kerin and Peterson 634). In early 2003, Unilever stated that Lawry’s would launch a new steak sauce with a similar taste and appearance to A.1.’s product. (Kerin and Peterson 634). Lawry’s chose to charge $3.99 per 11 ounce bottle, in competition with A.1.’s price of $4.99 for a 10 ounce bottle (Kerin and Peterson 635). In addition, the firm formed an alliance with the supermarket Publix to run an exclusive Memorial Day......

Words: 304 - Pages: 2

Criminal Defense Case Analysis

...When an individual is charged with a criminal act they need to appear in court and this individual is considered the defendant. The defendant and their attorney will attempt to prove that the prosecution is wrong and that the defendant is in fact not guilty. With this there are various types of defenses available. These types of defenses are described below. Insanity Defense – One of the most argumentative types of defenses available is the insanity defense. In this type of defense, the defendant’s attorney attempts to show that the defendant is insane and is unable to be held responsible for the crime that they have committed. In this type of defense, there are two different plea options that are available to the defendant, not guilty due to mental illness and psychologically ill. One needs to be sure they understand the difference between the medical and legal position of psychological insanity and illness. In medical terminology, psychological illness can be any type of disaster that shocks an individual’s mind. Any individual can be affected by an illness during any given period of time and there is not any real categorization as to what could decide whether an individual is insane or not (“Addington v. Texas”, n.d.). For example, an individual might be suffering due to a psychological illness and could still be capable of holding down a job as well as carry out everyday activities needed to live. As far as the medical field goes there is no such thing as insanity, and......

Words: 712 - Pages: 3