Transcript Lawry's.ppt



1.
2.
3.
The rationale behind Lawry’s marketing strategy was to emphasis
quality instead of price or any other aspect of the product.
Targeting readers of magazines such as Woman’s Daily, Sunset,
and California was a very smart strategy because:
The audience for such magazines are usually upscale and most
likely they are going to emphasis more on the dressing quality
instead of it’s price.
The majority audience are woman who are either at home with
kids or trying to improve the quality of their home cooking.
A common factor between Woman’s daily, Sunset, California, and
Better Homes & Gardens Is the Food or Cooking section in all
those magazines. So using Lawry’s Dressing ads in all of them
increased the awareness among those audience which in turns
increased the likelihood of buying the product.
Lawry’s Dressings have 15% of retailer shelf space
and only a 6% percent market share is because there
are other competitors in the market that divide up the
market share among them. And while Lawry’s
dressings could occupy a decent shelf space, it cannot
expect the market share to be the same since people
who are looking for lower prices and other aspects
than the quality are more likely to purchase a
competitors product.