Impex Kitchen Appliances: Evaluating the "Reader's Offer"
商品編號：9B17A010
出版日期：2017/03/07
再版日期：2017/03/07
商品來源：Ivey
商品主題：International Business; Marketing
商品類型：Case (Field)
涵蓋議題：consumer promotions;promotion planning;marketing communications;white goods
難易度：4 - Undergraduate/MBA
內容長度：12 頁
地域：India
產業：Manufacturing;
事件年度：2015
Impex, a division of the South Indian firm KCM Appliances, dealt with kitchen, household, and home entertainment appliances. KCM’s managing director needed to decide on a year-end sales promotion for Impex. One option was direct-response advertising in the Times of India newspaper, which could potentially help Impex expand its reach in India. This option was in contrast to the previous year’s promotion, which involved collaboration with distributors and retailers in the Kerala region of South India. Deciding between the two options required a quantitative analysis to estimate the incremental volume and sales revenue gained from the previous year’s promotion. Those gains could then be compared with the break-even volumes required to cover the costs of the promotion with the Times of India. Impex also needed to consider a qualitative analysis by examining the tensions created by the two options, including channel relations versus brand awareness, an existing market focus versus a future market focus, and product management versus sales management. Should Impex repeat the previous year’s tried-and-tested promotion, or pursue the Times of India offer, whereby it could sidestep its local channel partners and directly sell to consumers?
教學手冊：8B17A010;
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