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Thumbnail image for product with reference number IMD-5-0786
Compact case
Customer Lifetime Valuation: SOTARG Inkjet Printers - A Brief Exercise
Case
-
Reference no. IMD-5-0786
Subject category: Marketing
Authors: Wolfgang Ulaga (International Institute for Management Development (IMD)); Anna Eckardt (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2014
Version: 31.03.2021
Revision date: 29-Apr-2021
Length: 2 pages
Data source: Generalised experience
Topics: Customer lifetime values; Sales promotion; Campaign; Evaluation; Customer equity
Share a link: https://casecent.re/p/122560
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Abstract

Julien Levy, the case protagonist, is product manager at SOTARG France in charge of printers and related accessories. SOTARG is an international manufacturer of printers, print-related products and other electronic devices. He has been approached by a direct marketing firm offering its services in developing and implementing a sales promotion campaign to help boost SOTARG's end-of-year sales. The suggestion is to launch an in-store promotional campaign in 10 hypermarkets at a certain price per day per booth. Julien is interested, but has to evaluate how many new customers the campaign must generate in order to break even on the cost of the promotion or even be financially more interesting.

Geographical setting

Region:
Europe
Country:
France
Thumbnail image for product with reference number IMD-5-0786-T
Customer Lifetime Valuation: Sotarg Inkjet Printers - A Brief Exercise
Teaching note
-
Reference no. IMD-5-0786-T
Subject category: Marketing
Authors: Wolfgang Ulaga (International Institute for Management Development (IMD)); Anna Eckardt (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2014
Version: 31.03.2021
Revision date: 29-Apr-2021
Length: 4 pages
Data source: Generalised experience
View full details

About

Abstract

Julien Levy, the case protagonist, is product manager at SOTARG France in charge of printers and related accessories. SOTARG is an international manufacturer of printers, print-related products and other electronic devices. He has been approached by a direct marketing firm offering its services in developing and implementing a sales promotion campaign to help boost SOTARG's end-of-year sales. The suggestion is to launch an in-store promotional campaign in 10 hypermarkets at a certain price per day per booth. Julien is interested, but has to evaluate how many new customers the campaign must generate in order to break even on the cost of the promotion or even be financially more interesting.

Settings

Geographical setting

Region:
Europe
Country:
France

Related

Thumbnail image for product with reference number IMD-5-0786-T
Customer Lifetime Valuation: Sotarg Inkjet Printers - A Brief Exercise
Teaching note
-
Reference no. IMD-5-0786-T
Subject category: Marketing
Authors: Wolfgang Ulaga (International Institute for Management Development (IMD)); Anna Eckardt (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2014
Version: 31.03.2021
Revision date: 29-Apr-2021
Length: 4 pages
Data source: Generalised experience
View full details