Benton Foods, one of the largest frozen foods manufacturers in the U.S., implemented a coupon promotion for their frozen seafood product, resulting in a modest loss. Which of the following would be the best option going forward for Benton Foods?

Benton Foods should analyze the results of the coupon promotion in depth and consider different marketing strategies based on that analysis to maximize profitability and increase product and brand awareness.

Explanation:

The best option for Benton Foods going forward, after a modest loss from a coupon promotion, would be to analyze the results of the promotion in depth. This would include examining the increase in sales volume, cost of the promotion, brand exposure, and consumer feedback. They could determine whether the promotion successfully attracted new customers, encouraged current customers to buy more, and/or increased awareness of the product. If the promotion did deliver these benefits, the initial loss might be offset by longer-term gain. However, if the promotion was simply not cost-effective, Benton Foods should consider different marketing strategies, such as direct marketing, loyalty programs, price adjustments, or product improvement. Ultimately, the goal should be to maximize profitability while increasing product and brand awareness.

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