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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 since retailers pocket the savings MDF is a more efficient practice for utilizing marketing dollars through manufacturer supportive retail merchandising activities rather than per case discounts Reynolds will undergo some transition internally and externally but as a result will effectively achieve its category management goal reduce inventory costs by more than 17 million increase profits by more than 26 million improve its value to its end-users and distributors and revolutionize marketing practices in the food wrapping industry Appendix A Company Reynolds is one of the most recognized and respected brands in the world ranking 7th in brand quality perception among 200 consumer products brands Exhibit 5 This brand awareness also appears in the redemption rates of its coupons which is 37 higher than the industry average Reynolds brand image is the key differentiator in this highly commoditized market Reynolds Consumer Products Division CPD has suffered recent losses in market share because of increased aluminum prices but Reynolds strong brand has allowed it to persevere The right marketing plan will allow it to recover quickly Reynolds as a market leader can dictate change in the food wrapping market such as category management Financially it can afford to be a risk-taker in the consumer products market because most of its revenue comes from industrial products Furthermore Reynolds has built its brand equity on leadership in innovation and the superior quality of its products exemplified in Reynolds use of polyvinyl for plastic wrap rather than less effective polyethylene Switching from off-invoicing to total
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