Reliance Brand

In: Business and Management

Submitted By johnkjohn89
Words 1027
Pages 5
Reliance Baking Soda
Case Questions

Please provide written answers to the following questions. Limit your answers to a maximum of two pages, plus exhibits.

1. What are the strengths and weaknesses of the RBS brand?

With a 70% share in the baking soda category, RBS is clearly the market leader and due to the relatively high degree of versatility it is also widely recognized in several other categories as a key player in the market. The brand also boasted high levels of brand recognition and also unaided brand awareness. By being in the baking soda category and more or less defining the category as a whole, it has created a reasonable level of acceptance of the multiple uses for the product and in turn the brand as well. As for distribution, the brand has demonstrated extremely high levels of penetration among the various retail outlets in grocery stores, mass merchandise stores, and drug stores.

As for the weaknesses, the primary limitation of the brand is the lack of awareness of the multiple cleaning purposes of the product. The brand and the product are both widely considered to be rather boring and unappealing, and to make matters worse the product has not undergone any changes in the past century. The category and in turn the brand are experiencing increasing selling prices, low traffic and low turnover. Lastly, there is an extremely low recollection among consumers when it comes to the advertising of the brand irrespective of the medium.

2. Analyze the effectiveness of past RBS consumer and trade promotional events. How have the promotion strategies impacted sales volumes? What kind of return on investment is the company getting for consumer products and trade promotions?

Based on the information provided in the case and specifically in Exhibits 7,8, and 9, we can see that the consumer promotions are close to 30% less effective in terms…...

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