| Case Title |
On-Packs as Sales Promotion |
| Case Author(s) |
Karun Marwah
|
| University |
T. A. Pai Management Institute
(TAPMI), Manipal, India |
| Abstract |
As liquor manufacturers are prohibited from advertising, they compete
in sales promotion by offering 'on-packs' or freebies with their products.
Although every manufacturer has doubts about its effectiveness, none is
willing to risk withdrawing such freebies. The case provides data on sales
with and without freebies and costs of such promotion. Are the on-packs
really effective or a waste? |
| Available In |
MIP Case Collection |
| Publisher |
T. A. Pai Management Institute (TAPMI),
Manipal, India |
| Publisher Case No. |
1998-2000-34 |
| Distributor(s) |
T. A.
Pai Management Institute (TAPMI), Manipal, India
|
| Pub/Rev Date |
04/01/2000 |
| ISBN |
|
| Case Length |
7 |
| Teaching Note |
No |
| Pub TN Ref No. |
|
| Pages (TN) |
|
| Issues |
Sales Promotion, Marketing Under
Regulations |
| Organisation(s) |
|
| Countries |
India |
| Industry |
Food, Beverages & Tobacco |
| Period Covered |
1998-2000 |
| Level |
Postgraduate |