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Essay text:
A.1 had worked to broaden the brand beyond steak sauce. The brand launched a line of marinades in 2001 in order to enter the fast-growing category. At the end of 2002, Kraft’s revenue on the A.1 line was $15 million, and the line had a 10% share of the marinades category. A.1.’s 2003 budget called for $10 million of advertising spending on the marinade line and $5 million of consumer promotion spending. The marinade line was projected to lose about $7 million in operating profit in 2003 from a $10 million loss in 2002. Despite the 2000 introduction of competitive marinades line by Clorox and Kraft, Lawry’s continued to lead the marinades category with a 50% share, and the marinades category was growing by 15% annually...
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Common topics in this essay:
- A.1. Steak Sauce: Lawry’s Defense
- Category Management
- Soy sauce industry and Kikoman
- Steak N' Shake
- History of sauce
- Steak
- Best Steak Ever
- Homemade Sauce
- Homemade Sauce
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- Age and Category Blocked Presentation
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