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Aileron lighting : the sales promotion question. Vol. 7 No. 2 2017 [Tài nguyên điện tử]
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Tóm tắt
The case describes the situation faced by a sales manager of a commoditized product in a tough and competitive market. Aileron Consumer and Lighting Group (ACLG) was among the top ten fast moving consumer goods (FMCG) companies in the country while also being among the fastest growing companies in India and had a diverse portfolio ranging from trade lighting to commercial and institutional lighting. Sunil, the sales manager, after his training found himself in the Budhwar Peth market in Pune, Western India where he was expected to find a way to increase sales of compact fluorescent lamps (CFLs). The product was undifferentiated and the competition was extremely strong with large allocations to advertising and dealer support. Sunil realized that his only hope for achieving his sales targets was to organize a sales promotion. His team and he came up with three options for sales promotions – two trade promotions and one consumer promotion. Sunil had to make the right choice of sales promotion for his market and the situation he found himself in.
Mô tả
Emerald Emerging Markets Case Studies
Năm xuất bản
2017
Tác giả
Sivaramakrishnan, Sreeram
Nhà xuất bản
Emerald Group Publishing Limited
Bộ sưu tập
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