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Phillips Food Inc – Introducing King Crab to the Trade

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Submitted By rosalind
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Phillips Foods Inc. was founded by Augustus E. Philips in 1914 on Hooper's Island, Maryland. In the United States, the company is currently considered as one of the largest seafood businesses and the most renowned brand for crab products associated with the Maryland roots. Phillips Foods Inc. operates fourteen manufacturing sites in total: one is in Baltimore and the others are located overseas. The company consists of three business units:
1. Restaurant division including both eight full service restaurants in Baltimore and growing franchises of the East Coast.
2. Foodservice product unit mainly targeting to various restaurants and other foodservice institutions.
3. Retail products division making both direct and indirect sales to grocery stores and other retail food merchants.
Its products include refrigerated crab meat, crab dip, frozen appetizers, frozen crab cakes, assorted frozen seafood, a line of frozen Asian-inspired products, and a line of seasonings and cocktail ad tartar sauces. King crab, “synonymous with the raw, rugged beauty of Alaska”, is one of the most important launches of the Phillips Foods Inc. Phillips’ latest innovation was pasteurization of king crab product with the same fresh quality.
Phillips Foods Inc. is launching this product in two phases. In phase one they will target food service buyers and in the second phase it will be launched in two markets; food retailers and wholesale distributors. The King Crab product comes in different packaging – one design targeted to restaurant and institutional foodservice markets and one devised for retailers and wholesale distributors to re-sell directly to their customers’.
Cherry Stockworth, the vice-president of Phillips Foods Inc., has approached Ron Birch the King Crab Product Manager and has to asked him to decide on his marketing strategy for his Phase II launch. She has

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