商品敘述：

When students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version. This case provides students with 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.

涵蓋領域：

Brand equity;Financial statements;Marketing management;Pricing strategy;Return on investment;Sales promotions

相關資料：

HBS Brief Case Teaching Note, (4132), 11p, by Neeraj Bharadwaj, Phillip D. Delurgio;
Spreadsheet Supplement, (4135), 0p, by Neeraj Bharadwaj, Phillip D. Delurgio;
Spreadsheet Supplement, (4136), 0p, by Neeraj Bharadwaj, Phillip D. Delurgio

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