文章基本信息

标题：Strength Pharma: Crafting Promotion Strategy for a Sports Nutrition Products in Emerging Economy
本地全文：下载
作者：Syed S Hasan ; Prem Prakash Dewani
期刊名称：Academy of Marketing Studies Journal
印刷版ISSN：1095-6298
出版年度：2021
卷号：25
期号：1
页码：1-6
语种：English
出版社：The DreamCatchers Group, LLC
摘要：Ravish Sinha, Senior Director of marketing at Strength Pharma, was planning his sales promotion strategy for a line of sports nutrition products. The sports nutrition category consisted primarily of Whey proteins, Amino Acid Supplements and Energy Drinks with Electrolytes for the Athletes. Sinha’s challenge was to select one of the three promotional alternatives - get three for the price of two (“3 for 2”), receive a gift with the purchase (“GWP”), and a pack coupon worth? 500 - for the New Year. He realized that the alternative he selected would have immediate effects on both cost and sales as well as long term implications for the brands involved. His primary objective was to drive sales volumes and trade-up consumers from lower value brands, while retaining or building brand equity. The case discusses how effectiveness of the promotional offers are analyzed.
关键词：Promotions;Brand Equity;Consumer Switching Behavior.