It's a case about Reynolds company..

Title: It's a case about Reynolds company..
Category: /Recreation & Sports
Details: Words: 1267 | Pages: 5 (approximately 235 words/page)
It's a case about Reynolds company..
Reynolds is considering a transition from off-invoice allowances to Marketing Development Funds (MDF) in order to efficiently implement category management. Category management is an industry-wide initiative designed to improve the effectiveness of marketing dollars through efficient promotion, distribution and shelf replenishment, product assortment and new-product introduction. Off-invoicing offers per case discounts to distributors and remains a standard marketing practice that consumes most of the marketing budget. These discounts are usually never seen by the end-users …showed first 75 words of 1267 total…
You are viewing only a small portion of the paper.
Please login or register to access the full copy.
…showed last 75 words of 1267 total…years. Reynolds already utilizes 40% MDF in its marketing mix. Increasing by 20% per year will allow sufficient time for marketing and account mangers to embrace their new responsibilities. Phasing in MDF will show incremental results to internal staff members at Reynolds and distributors, while minimizing the competition's exploitation during the system change. Implementation of MDF allows Reynolds to implement category management for the same cost as off-invoicing while offering a $43.8 million increase in net income annually.

Need a custom written paper?
Buy a custom written essay and get 20% OFF the first order