bensons bakery

7/29/2019 bensons bakery

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BENSONS INC., OLD

HOME KITCHENS

DIVISION

(MANUFACTURERS OF FRUIT CAKES)

SUBMITTED BY:

GURSHARAN SINGH

GURINDER BADH

MUNISH SHARMA

HITESH DOGRA


2/12

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.


3/12

DIVERSIFIED INTO THREE MAIN DIVISIONS : THE

HOLSOME BAKERY , MOTEL ENTERPRISES, OLD HOME

KITCHENS.


4/12

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.


5/12

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


7/12

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


9/12

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


10/12

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


11/12

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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Documents

bensons bakery