Best Sales Promotion Case Study: Chef's Blend Cat Food
(Source: "Best Sales Promotions." W. Robinson, L. Carmack. NTC Business Books. Lincolnwood, IL. 1989. p. 220-221).
Strategy
Case: November 1989. Great Meat Taste Carving Board. Chef's Blend mail-in premium.
This promotion Included a 15-cent coupon for cartons and a 35-cent coupon for bags of Chef's Blend dry cat food in a four color ad running in 34 million Sunday supplements. It Offered a $15 cutting board with a juice well for $6.95 plus proofs of purchase representing at least three and a half pounds of cat food. The manufacturer introduced the promotion to buyers with a boxed presentation, including the carving board, carving knives and brochure. The promotion was supported with trade allowance and a redesigned package to incorporate the cutting board and "great meat taste" copy line.
| Budget Total: $3.3 million June - $850,000 Results The six months volume increased 8% over the previous six month period. Consumers redeemed proofs of purchase representing nearly 5 million pounds of cat food. Research indicated a substantial increase in new users of the brand. Free feeder, cat cash back, and cat calendar offers generated nearly 500,000 responses. Carnation opened 130 major key accounts. |
 |