Case Name :      Snacko India Limited: Leveraging Trade Promotions for Competitive Advantage

Authors :           Sajjan Raj Singhvi, Rajat Gera

Source :             Ivey Publishing

Case ID :            910A24

Discipline :        Strategy

Case Length :    18 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

The case illustrates the challenges faced by a marketing manager when designing, implementing and evaluating trade promotion schemes in a highly competitive, fast moving, consumer goods multinational company in the emerging Asian market of India. The purpose of the case is to provide exposure to the complexities and dynamic context of Asian consumer goods marketing and learn how to design, implement and evaluate trade promotion schemes that are aligned with the branding, marketing communication and marketing strategy of the product/brand. The case illustrates marketing decisions and their implementation in the Indian market for snack foods, where factors such as products at small price points, constant product and brand innovation, and effective design of trade promotion and merchandising schemes are critical in gaining and retaining market share.