Class or Mass - 618 Words

Should Neptune launch a mass-market brand? Excerpted from HBR Case Studies: Class — or Mass?, by Idalene F. Kesner amp; Rockney Walters. Reprinted with permission from Harvard Business Press. All Rights Reserved. Should Neptune launch a mass market brand? Heres the case of an organization reassessing its strategic priorities when faced with working capital pressures due to capacity being higher than demand, and this has led to a reassessment of its growth strategy . Neptune is under serious threat of facing a stall point because of a situation of price premium captivity . We therefore believe Neptune should launch a mass market brand, for unlocking new growth opportunities beyond its current franchise, and not just for†¦show more content†¦Growing consumer sales will enhance brand equity because these consumers will choose Neptune as a brand (as opposed to choosing a restaurant to eat in) and will credit the quality of the seafood to the brand (unlike the restaurant goers who will credit the quality of the seafood to the restaurant). A mass market brand can help increase the consumer franchise and with the least cannibalization if done in conjunction with the category growth strategy. In order for Neptunes mass market strateg y to be sustainable and profitable, 2 key issues will need to be addressed: Brand Endorsement : While it is essential to give the new brand the equity support of Neptune, there should be some distance maintained between the two to mitigate cannibalization and equity dilution risk. Hence, an endorsee brand approach (Healthy Eats from Neptune) could work better than a straight varianting approach like Neptune Silver. Cost Structure : Reducing cost structure while maintaining acceptable quality would be key to sustainability of brand investments and profitability , especially in light of the margin pressures which exist even in the premiumShow MoreRelatedClass or Mass1297 Words   |  6 PagesClass- or Mass Written Analysis and Communication II Submitted by: X Submitted to: Y Memo Neptune Gourmet Seafood USA To: Mr. Stanley Renser, Chairman and CEO, Neptune Gourmet Seafood From: Rita Sanchez, Sales Director, Neptune Gourmet Seafood Date: November 5, 2012 Subject: Decision Report on Management of Excess Inventory Please find attached a detailed decision report on how Neptune Gourmet Seafood can manage the current situation of increased supply. TheRead MoreThe Mass And Class Culture900 Words   |  4 Pagestheir own personal being. The most logical reasoning for this perspective switch is due to mass culture emerging and developing during the 20th century. Cultural studies connect mass culture to the western capitalist society, conveying ideas of a system centered on primarily TV, radio, and cinema. These cultural values and ideas are collected from the exposure of activities, communication media, music and art. Mass culture holds the relationship between an artist and audience and generated by impresariosRead MoreClass or Mass Essay1900 Words   |  8 Pagesï » ¿Jason Hwang MGMT 430 A Class – or Mass? Executive Summary Neptune Gourmet Seafood is an $840 million corporation that provides premium seafood in North America. They are the 3rd largest seafood producer in the market, and have been around for 40 years, continuously providing the highest quality of product. Despite their success, they are having issues with what appears to be a temporary problem of excess inventory. 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The demand in high-end market hasn’t been able to catch up with the increasing supply, and Neptune has been struggling with making a decision on how to deplete excess inventory (60 days) of their â€Å"Gold Label† brandingRead MoreClass Or Mass : Case Analysis1669 Words   |  7 PagesClass or Mass – Case Analysis By John Scott A. Executive Summary Neptune Gourmet Seafood is facing two major issues – an excess inventory problem and shrinking contribution margins. Due to increased efficiency and investments in technologically advanced ships the company’s finished goods inventory has shot up to a 60 days supply – twice the normal level. In addition, the company’s margins have shrunk by 10% in the past year due to rising costs and growing competition. The company is looking to increaseRead MoreCase Class or Mass Analysis 1330 Words   |  6 PagesShuman Zheng 10/21/2014 MGMT 430 Case Analysis: Class or Mass A. Executive Summary: The North Americas third - largest seafood producer Neptune Gourmet Seafood is known for the brand reputation, premium product and quality they served in the high-end seafood industry. Recently they are facing the challenge of inventory pileup in a short period of time due to the investment in state-of-the-art freezer trawlers, along with new fishing regulations. Whether cutting the current price by around 50% toRead Moreclass or mass case study2834 Words   |  12 Pagesdrivers as well as elasticities most relevant in the case, look at industry structure and concentration, and look at expectations of equilibriums and game theory as the future plays out. From this we can draw a conclusion and recommendation. Class or Mass Case Study The fish market is a 20 billion dollar industry (Kesner Walters, 2005, para. 5) and one company has played a major role. Neptune Gourmet Seafood is an 820 million dollar corporation (Kesner Walters, 2005, para. 5, 9) that has justRead MoreResearch On Mass Communication Class1787 Words   |  8 Pages MASS COMMUNICATION CLASS Name of institution Name of professor Course name Student’s name Date of submission â€Æ' Introduction Irrefutably, the recent developments toward improved efficiency, reliability and sky rocketing low-power sensors, medical monitors of all kinds, recording devices, and usage of cameras pooled with the capability of collecting, storing, accessing, classifying and sorting enormous data offers a host of benefits while at the same time, but also menacingly threatening our socialRead MoreLOrà ©al: Bringing â€Å"Class to Mass† with Plenitude1249 Words   |  5 PagesL Orà ©al: BRINGING â€Å"CLASS TO MASS† WITH PLENITUDE REPORT Analysis and Recommendations on the Plà ©nitude Strategy Analysis of the Problem Plenitude by L’Oreal was introduced to the US market in 1988. 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