Case Name :      Giant Consumer Products: The Sales Promotion Resource Allocation Decision (Brief Case)

Authors :           Neeraj Bharadwaj, Phillip D. Delurgio

Source :             HBS Brief Cases

Case ID :            4131

Discipline :        Marketing

Case Length :    14 pages

Solution sample availability : YES

Plagiarism : NO (100% Original work)

This case provides an opportunity to become familiar with some major strategic issues that firms face when formulating and implementing a sales promotion, including: cannibalization, brand equity erosion, forward-buying, pass-through, and consumer stockpiling. It also provides them an opportunity to utilize retail scanner purchase data in order to evaluate the historical performance of sales promotions. Based on calculating top-line revenue, marketing margin, and return on marketing investment (ROMI) for prior promotions, students can recommend the most financially and strategically defensible initiative from a choice of several competing sales promotions. The setting is the frozen foods category in the consumer packaged goods industry.