INTEROFFICE MEMORANDUM
TO:   Susan Reichert, VP of marketing, Wright Foods
FROM:  Ron K account executive, Kersey International
SUBJECT:  Recommended Pricing Strategy
 
Introduction

With an unexpected launch of Captain Food’s two new products, Wright Food seeks to loose its market position as a national manufacture of consumer packaged food. The main emphasis of our pricing strategy is to provide a high-quality, all natural whipped topping products with a premium price. Unfortunately, the current price policy has not proven to be very successful in terms of profit and market leadership.
 
Pricing Strategy
Wright’s planned pricing strategy for La Fresh is as follows:-
a) To identify Wright as a maker of premium quality products.
b) To create a noticeable difference in the minds of consumers.
c) To hits the break-even point of sales in less then six months.
d) To reflect pricing to signal value.
e) To reflect Wright’s commitment of being a leader in product quality.

This strategy fit’s strategic objectives in terms of premium price quality and by growth in profit share. I strongly believe and would recommend change in the pricing strategy; this would help to create a remarkable difference in the mind of consumers and would lead to awareness that La Fresh is the highest quality premium product with all-natural and premium ingredient. This will also help to hit the break-even point of sale within 6 months. At the other end, Captain Foods is likely to revise their pricing strategy for the product Whitefarm by offering some discounts; this in return may help La Fresh to build a benchmark as a hi ...