Five C's Analysis Essay

Five C’s Analysis for GCP
1. Company
The Frozen Foods Division at GCP has two major brands: Dinardo’s and Natural Meals.
• Dinardo’s
1. Dinardo’s is positioned as a reasonable mass brand that delivers quality. The collection of flavors in Dinardo’s is in line with this positioning.
2. Dinardo’s is preferred by consumers as they taste better than competing alternatives due to GCP’s use of quality ingredients and seasonings.
3. Dinardo’s 16 and Dinardo’s 32 are the significant package sizes of the Dinardo’s Brand. Other smaller package sizes are available, but are fundamentally focused at serving a retailer’s entire consumer base.
4. Dinardo’s 32 was initially positioned as a low-cost alternative to feed a family of four. Dinardo’s 16 was launched in order to cater to the needs of smaller families and working couples.
• Natural Meals
1. Natural Meals is a niche premium brand that targets health conscious consumers with a more sophisticated palate. This is evident from their flavor assortment.
2. Natural Meals is priced as a super-premium product and is the clear leader in the “healthy but edible” segment. It also offered greater margins to retailers.
3. Natural Meals grew by over 15% per year over the last two years. This was despite little promotions on Natural Meals, as GCP did not want

Retailers need to carry an assortment that is able to cater to their entire customer base. This constrains producers to have all basket sizes available. Annual promotion plans developed by GCP are generally communicated by GCPs Key Account Management team to the retailers, who in turn choose which programs they want to participate in. For promotions, GCP funds retailers for providing an end aisle display, offers a temporary price reduction to consumers and features the lower PTC in the retailer’s weekly insert/ circular. Retailers are supposed to bear the loss for any FFD products that go