Case Name :      Reliance Baking Soda: Optimizing Promotional Spending (Brief Case)

Authors :           John A. Quelch, Heather Beckham

Source :             HBS Brief Cases

Case ID :            4127

Discipline :        Marketing

Case Length :    12 pages

Solution sample availability : YES

Plagiarism : NO (100% Original work)

Reliance Baking Soda is Stewart Corporation’s oldest and most established product. The new Domestic Brand Director needs to create a 2008 marketing budget that delivers a profit increase of 10% over 2007 levels. She must first evaluate the effectiveness of past consumer and trade promotions and determine if a price increase will have net bottom line benefits. Then she must decide on the optimal allocation of her marketing budget, taking into account the brand’s apparent “cash cow” role in the Household Division of Stewart Corporation. Students are expected to complete a quantitative assignment: create and defend a budget.