Using the target price of $5.99, determine the price point the company should use for the wholesaler. Does this price point allow the company to maintain its desired 45 percent mark-up? If you know that the consumer price elasticity for this product group is 0.80, what would be your concerns when establishing the price?
b: Do you believe the company should continue to use a value-based pricing mechanism? Why or why not? If you know the customer group has a high level of price sensitivity, what is your concern with this pricing scenario?
c: In addition to the pricing decisions, Pierogi’s and More does not have a promotional campaign designed for this new marketing channel. Prepare an appropriate marketing campaign to enter the new market. Be specific in your response. Does brand play a role in this process?
d: Pierogi’s and more has the opportunity to distribute the product through the specialty store in both a frozen offering and a fresh offering in the deli/meat counter. Should their pricing structure be the same or different for the two products? How would this impact other aspects of the promotional mix? Does brand play any roll in this process?
e: Create a slogan for the business, less than 20 words, which captures the essence of the brand. Explain your rationale for the slogan. Then show how it should be incorporated within the brand image and integrated marketing communication plan.