PBS Discussions Discussion Forums on pbs.org    Search   Register   Profile   Ignore List   Log in  Pickles, Inc. (August 30, 2005)      PBS Discussions Forum Index -> Wide Angle View previous topic :: View next topic   Author Message santalone Moderator Joined: 27 Apr 2004 Posts: 50  Posted: Fri Aug 26, 2005 3:29 pm    Post subject: Pickles, Inc. (August 30, 2005) With little formal education or work experience outside the home, the widowed founders of the Azka Pickle Cooperative face numerous hurdles as their burgeoning business struggles to expand to stores throughout Israel. This episode of WIDE ANGLE portrays this unconventional business start-up and offers rare insight into the lives of courageous women striving to overcome extraordinary obstacles to achieve a better life. Use this space to share your thoughts. Last edited by santalone on Thu Sep 01, 2005 3:11 pm; edited 1 time in total Back to top sberry27 Joined: 01 Sep 2005 Posts: 4 Location: Brethren, Michigan  Posted: Thu Sep 01, 2005 9:40 am    Post subject: Re: Pickles, Inc. (August 30, 2005) They should have read a paperback called Marketing Warfare by Jack Trout and Al Ries. The focus was on enlarging the sales and not increasing the margins by developing a niche brand. They were never going to be able to compete in a commodity market, I am sure they went down to the store and compared prices. Bad plan, they should have used their greatest asset, home/hand made and made it a delicacy, raised the price by at least 2x and got away from focusing the marketing on volume. The consultant they brought in was of no help, actually a liability. (somehow there was the thought that making nothing on 300 jars a week would be preferable to making nothing on 100 jars a week) Even with no cost labor they couldnt meet production expenses, how does anyone think that increasing volume would be the answer? The answer would have been to be able to market at a profit, 6$ a jar for the BEST pickle, HAND MADE, sold to the retailer at 4$ instead of 2 and the retailer would have a bigger incentive to make 2 instead of one. Even if they sold half the amount, a 1/3, or even 1/4 they would have been making some money. The concept to expand to stores thruout the country was beyond their reach and sapped the energy and clouded vision. Anyone really believe any major vendors would have given up their market share to the come latelys? By going to small high end markets they could have made it, smaller jars of product at a higher price. _________________ Sberry Last edited by sberry27 on Thu Sep 01, 2005 10:12 am; edited 3 times in total Back to top sberry27 Joined: 01 Sep 2005 Posts: 4 Location: Brethren, Michigan  Posted: Thu Sep 01, 2005 10:05 am    Post subject: Re: Pickles, Inc. (August 30, 2005) A good example is Starbucks coffee, the whole focus in the beginning was to get the customer to think that it was the BEST, that coffee there was worth 3$ while others were getting a dollar, this created excess profits to build a business on. _________________ Sberry Back to top Display posts from previous: All Posts1 Day7 Days2 Weeks1 Month3 Months6 Months1 Year Oldest FirstNewest First     PBS Discussions Forum Index -> Wide Angle All times are GMT - 5 Hours Page 1 of 1   Jump to: Select a forum PBS Active Forums----------------Antiques Roadshow FYIArt21Bill Moyers on Faith & ReasonMASTERPIECE CONTEMPORARY: EndgameMASTERPIECE CONTEMPORARY: Place of ExecutionMASTERPIECE CONTEMPORARY: CollisionMASTERPIECE: The Complete Jane AustenMASTERPIECE: CranfordMASTERPIECE MYSTERY: WallanderMASTERPIECE MYSTERY: Foyle's WarMASTERPIECE MYSTERY: The Inspector Lynley MysteriesMASTERPIECE MYSTERY: PoirotMASTERPIECE MYSTERY: Miss MarpleMASTERPIECE MYSTERY: Inspector LewisNOVA: The Bible's Buried SecretsNOVA: Saved by the SunNOVA: Family That Walks on All FoursNOVA: Parallel Worlds, Parallel LivesNOVA: The Big Energy GambleNOVA: Inside the Spy FactoryNOVA: Doctors' DiariesNOVA: Extreme IceNOVA: Last ExtinctionP.O.V.: Tintin and IWashington WeekMASTERPIECE CLASSIC 2009: Tess of the d’UrbervillesMASTERPIECE CLASSIC 2009: Wuthering HeightsMASTERPIECE CLASSIC 2009: Oliver TwistMASTERPIECE CLASSIC 2009: David CopperfieldMASTERPIECE CLASSIC 2009: Little DorritMASTERPIECE CLASSIC 2009: The Old Curiosity Shop NOVA scienceNOW----------------NOVA ScienceNOW Stories 2009NOVA scienceNOW: DispatchesNOVA ScienceNOW: Stories 2008NOVA scienceNOW: Stories 2007NOVA scienceNOW: Stories 2006NOVA scienceNOW: Stories 2005NOVA scienceNOW: About the new series PBS.org Forums----------------The Rise and Fall of Jim CrowThe Merrow Report: First to WorstPBS Campus Message BoardBeyond Brown: Pursuing the PromiseNot In Our Town: Talk About ItRemembering Julia ChildThe Question of GodBy the People: Deciding VotesWide AngleGet Up, Stand Up: The Story of Pop and ProtestRx for SurvivalMonty PythonIndependent Lens: A Lion in the HouseAIR: America's Investigative ReportsThe Victory GardenIndependent Lens: Knocking NOW----------------NOW: Politics & EconomyNOW: Arts & CultureNOW: Society and CommunityNOW: Ongoing DiscussionsNOW: PollsNOW: Enterprising IdeasNOW: Science and Health NOVA----------------NOVA: Darwin's Darkest HourNOVA: Forgotten GeniusNOVA: Judgment Day -- Intelligent Design on TrialNOVA: Marathon ChallengeNOVA: Car of the FutureNOVA: Car of the Future -- Educators' ForumNOVA: Space Shuttle DisasterNOVA: Car of the Future -- Filmmakers' Forum P.O.V. - Talking Back----------------P.O.V.: 49 UpP.O.V.: Wrestling With Angels: Playwright Tony KushnerP.O.V.: LumoP.O.V.: The Camden 28P.O.V.: Made in L.A.P.O.V.: Libby, MontanaP.O.V.: Arctic SonP.O.V.: A Family UndertakingP.O.V.: The Hobart ShakespeareansP.O.V.: Following SeanP.O.V.: Revolution '67P.O.V.: Kokoyakyu: High School BaseballP.O.V.: Sierra Leone's Refugee All StarsP.O.V.: Rain in a Dry LandP.O.V.: Standing Silent NationP.O.V.: My Country, My CountryP.O.V.: Prison Town, USAP.O.V.: The Chances of the World ChangingP.O.V.: Maquilapolis: City of FactoriesP.O.V.: No Bigger Than A MinuteP.O.V.: Twelve Disciples of Nelson MandelaP.O.V.: The Boys of BarakaP.O.V.: Lomax the SonghunterP.O.V.: Waging a LivingP.O.V.: Al Otro Lado (To The Other Side)P.O.V.: The TailendersP.O.V.: The Fall of FujimoriP.O.V.: No More Tears SisterP.O.V.: Omar & PeteP.O.V.: Hiding and Seeking: Faith And Tolerance After The HolocaustP.O.V.: Bright LeavesP.O.V.: HardwoodP.O.V.: In the Realms of the UnrealP.O.V.: The Self-Made ManP.O.V.: The Brooklyn ConnectionP.O.V.: The Fire Next TimeP.O.V.: Street FightP.O.V.: Big EnoughP.O.V.: The Education of Shelby KnoxP.O.V.: Chisholm '72 - Unbought & UnbossedP.O.V.: Lost Boys of SudanP.O.V.'s Voter Motor Mouth - 2004 Campaign WatchP.O.V.: A Panther in AfricaP.O.V.: Freedom MachinesP.O.V.: WattstaxP.O.V.: SpeedoP.O.V.: Every Mother's SonP.O.V.: Last Man StandingP.O.V.: ThirstP.O.V.: War Feels Like WarP.O.V.: Bill's RunP.O.V.: FarmingvilleP.O.V.: What I Want My Words to Do To YouP.O.V.: Love & DianeP.O.V.: State of DenialP.O.V.: SoldadosP.O.V.: The Sixth SectionP.O.V.: Family FundamentalsP.O.V.: West 47th StreetP.O.V.: American AlohaP.O.V.: 90 Miles (Bridge)P.O.V.: 90 MilesP.O.V.: The Flute PlayerP.O.V.: Discovering DomingaP.O.V.: Larry v. 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