LITTLE ITALY PASTA

COMPANY

Presented By:-• Gunasekaran• Harihara sudhan• Mohamed Asik• Arun Prasanth• Ameer C S

Case Briefing

Incurring low profits with high sales.

Fault of the new marketing manager, Mitchell.

Mitchell’s plan was to dramatically increase market share from

a long term perspective.

Increase in the market share for Little pasta with dramatic

increase in marketing expenses.

Cost of operation was not compensated by the sales.

Three different marketing consultants,.

Financial FiguresYear Year 1 Year 2 Year 3

Sales ($m’s) 7.4 8.2 11.0

Market share 6.1% 6.5% 7.9%

COGS ($m’s) 2.2 2.4 3.2

Marketing expenses ($m’s) 1.4 1.5 3.7

Fixed Costs ($m’s) 2.6 2.7 2.9

Pre-tax profit ($m’s) 1.2 1.6 1.2

Brand awareness 16% 17% 25%

Alternate Suggestion Plan

Focus on strength

Reducemarketing expenses

Focus on all segment

Acquire more shelf space

Find out new customer

Analyses the preference of customer

STRATEGIES

Consultant 1 – JasmineProblem due to lack of access to major super market chain

Proposed solution;

Expansion of business .

Consultant 2 – GraceGood distribution channel

Proposed Solution:

Enhance positioning

Consultant 3 – Neville

Wants of customer

Proposed Solution

Innovation in product..

Current Marketing Manager – Mitchell

Proposed Solution

Brand building

STRATEGIES

Thank You