The Resource Aileron lighting : the sales promotion question, Sreeram Sivaramakrishnan, (School of Business Management, NMIMS, Mumbai, India), Mandar Bhide, (Mars, Mumbai, India)

Aileron lighting : the sales promotion question, Sreeram Sivaramakrishnan, (School of Business Management, NMIMS, Mumbai, India), Mandar Bhide, (Mars, Mumbai, India)

Label
Aileron lighting : the sales promotion question
Title
Aileron lighting
Title remainder
the sales promotion question
Statement of responsibility
Sreeram Sivaramakrishnan, (School of Business Management, NMIMS, Mumbai, India), Mandar Bhide, (Mars, Mumbai, India)
Creator
Contributor
Author
Subject
Genre
Language
eng
Summary
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
Member of
Cataloging source
UtOrBLW
http://library.link/vocab/creatorName
Sivaramakrishnan, Sreeram
Dewey number
658.82
Illustrations
illustrations
Index
index present
Intended audience
MBA/Postgraduate
LC call number
HF5438.5
LC item number
.S58 2017
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
Bhide, Mandar
http://library.link/vocab/subjectName
  • Sales promotion
  • Advertising
  • Marketing
Label
Aileron lighting : the sales promotion question, Sreeram Sivaramakrishnan, (School of Business Management, NMIMS, Mumbai, India), Mandar Bhide, (Mars, Mumbai, India)
Instantiates
Publication
Copyright
Note
  • This case is well-suited for courses in sales and distribution management, marketing channels, sales promotions or promotion management. It can also be used in courses dealing with marketing strategy or integrated marketing communications. This case allows the instructor to discuss sales channel and sales promotion issues faced by sales managers in an Indian context
  • Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes
  • Includes index
Bibliography note
Includes bibliographical references
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
emerald30
Dimensions
unknown
Extent
1 online resource (4 pages)
Form of item
online
Issn
2045-0621
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
18 illustrations.
Specific material designation
remote
Label
Aileron lighting : the sales promotion question, Sreeram Sivaramakrishnan, (School of Business Management, NMIMS, Mumbai, India), Mandar Bhide, (Mars, Mumbai, India)
Publication
Copyright
Note
  • This case is well-suited for courses in sales and distribution management, marketing channels, sales promotions or promotion management. It can also be used in courses dealing with marketing strategy or integrated marketing communications. This case allows the instructor to discuss sales channel and sales promotion issues faced by sales managers in an Indian context
  • Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes
  • Includes index
Bibliography note
Includes bibliographical references
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
emerald30
Dimensions
unknown
Extent
1 online resource (4 pages)
Form of item
online
Issn
2045-0621
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
18 illustrations.
Specific material designation
remote

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