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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.
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Item type Current location Collection Call number Status Date due Barcode Item holds
INSEAD Case Asia Campus
Archives
Print Consultation only BC007640
INSEAD Case Europe Campus
INSEAD Publications Display
Print Consultation only BC007639
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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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