Lay's potato chips in Hungary (A, B1, B2 and C)
Author: Brendl, Miguel ; Malaviya, PrashantINSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 2006.Language: EnglishDescription: 11 p. + 14 p. + 6 p. + 12 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags, Lay's increased sales dramatically and permanently (i.e., also post-promotion). In contrast, after withdrawing a second "Money in the Bag" promotion, sales fell. Students prepare case A (5 pages) at home. Three in-class cases and a teaching note provide analysis and managerial implications.Pedagogical Objectives: To introduce as a managerial decision-making framework a funnel analysis of the consumer decision-making process. The managerial problem is to split a marketing budget between advertising and sales promotions. Two sets of additional teaching objectives can be included: First, deciding when to use sales promotions, how to protect from their risks, and how to evaluate their success. Second, applying various psychological concepts (e.g., attention, memory, categorization, just-noticeable-difference, causal attributions) to marketing and consumer analysis. Case A (5 pages) should be read at home prior to the course, cases B1 to C are in-class material.| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Asia Campus Archives | Consultation only | BC007640 | ||||
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Europe Campus INSEAD Publications Display | Consultation only | BC007639 |
Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>
To introduce as a managerial decision-making framework a funnel analysis of the consumer decision-making process. The managerial problem is to split a marketing budget between advertising and sales promotions. Two sets of additional teaching objectives can be included: First, deciding when to use sales promotions, how to protect from their risks, and how to evaluate their success. Second, applying various psychological concepts (e.g., attention, memory, categorization, just-noticeable-difference, causal attributions) to marketing and consumer analysis. Case A (5 pages) should be read at home prior to the course, cases B1 to C are in-class material.
Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags, Lay's increased sales dramatically and permanently (i.e., also post-promotion). In contrast, after withdrawing a second "Money in the Bag" promotion, sales fell. Students prepare case A (5 pages) at home. Three in-class cases and a teaching note provide analysis and managerial implications.
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