Aileron lighting : the sales promotion question

The Resource Aileron lighting : the sales promotion question

Label

Aileron lighting : the sales promotion question

Title remainder

the sales promotion question

Statement of responsibility

Sreeram Sivaramakrishnan, (School of Business Management, NMIMS, Mumbai, India), Mandar Bhide, (Mars, Mumbai, India)

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

Cataloging source

UtOrBLW

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

Context

Context of Aileron lighting : the sales promotion question

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Context

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