Promotion

Case Solution for Boots: Hair-Care Sales Promotion

Complete Case details are given below :

Case Name : Boots: Hair-Care Sales Promotion

Authors : Murray Bryant, Pankaj Shandilya, Robert J. Fisher

Source : Ivey Publishing

Case ID : 905A22

Discipline : Marketing

Case Length : 13 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Description for case is given below :

Boots Group PLC, one of the best known and respected retail names in the United Kingdom, provided health and beauty products and advice that enhanced personal well-being. The marketing manager at Boots was planning a sales promotion strategy for a line of professional hair care products. The professional hair care line consisted primarily of shampoos, conditioners, and styling products (gels, wax, mousse, etc.) developed in collaboration with United Kingdom’s top celebrity hairdressers. The marketing manager’s challenge was to select one of three promotional alternatives–get three for the price of two, receive a gift with purchase, or an on-pack coupon–for the Christmas season. The alternative selected would have both immediate effects on costs and sales, but also long-term implications for the brands involved. His primary objective was to drive sales volumes and trade-up consumers from lower value brands, while retaining or building brand equity.

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

Complete Case details are given below :

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)

Description for case is given below :

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.

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Case Solution for Culinarian Cookware: Pondering Price Promotion

Complete Case details are given below :

Case Name : Culinarian Cookware: Pondering Price Promotion

Authors : John A. Quelch, Heather Beckham

Source : HBS Brief Cases

Case ID : 4057

Discipline : Marketing

Case Length : 10 pages

Solution sample availability : YES

Plagiarism : NO (100% Original work)

Description for case is given below :

In November of 2006, senior executives at Culinarian Cookware were debating the merits of price promotions for the company’s premium cookware products. The VP of Marketing, Donald Janus, and Senior Sales Manager, Victoria Brown, had different views. Janus felt price promotions were unnecessary, potentially damaging to the brand image, and possibly encouraged retailer hoarding; Brown believed the promotions strengthened trade support, improved brand awareness, and stimulated sales from both new and existing customers. The issue was complicated by a consultant’s study of the firm’s 2004 price promotions which concluded that these promotions had a negative impact on profits. Janus trusted the results, but Brown, believing the study assumptions were flawed and required further analysis, suspected the promotions had actually produced positive results. The pressing decision is whether to run a price promotion in 2007 and, if so, to determine what merchandise to promote and on what terms. The broader issue is what strategy Culinarian should pursue to achieve sales growth goals, and what role, if any, price promotion should play.

Subjects Covered: Price Promotion, Pricing Policy, Consumer Marketing, Profitability Analysis, Retailing, Sales Promotion, Distribution Policy, Brand Equity, Trade Relations, Cookware

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