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Case
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Reference no. M318
Subject category: Marketing
Published by: Stanford Business School
Originally published in: 2009
Version: 20 April 2009

Abstract

With the competitive 2007 holiday season approaching, Gary Hawkins (CEO of Green Hills Market, an independent grocery retailer in Syracuse, NY) was looking for a promotional program that would keep his best customers coming to Green Hills for all of their holiday meal shopping. Hawkins knew that his larger competitors (such as Price Chopper, Wegmans, and Wal-Mart) would use their size and buying power to procure products at the lowest possible cost, enabling them to offer rock bottom prices. Hawkins was looking for a program that would take advantage of Green Hills'' proprietary systems for tracking customers'' buying patterns and shopping preferences. The promotional program under consideration was a continuity program, in which shoppers earned points that could be redeemed for pieces of Arzberg porcelain. Hawkins and his team needed to establish their objectives for the holiday season and decide whether or not the Arzberg promotion was right for Green Hills Market. The case can be accompanied by a data set (M318SW) ''Green Hills Data Set'' that captures weekly expenditures by a sample of 1000 households shopping at Green Hills Market before, during, and after the Arzberg promotional program. The students can use these data (and other information available in the case) to examine how well the Arzberg promotion actually worked.

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Abstract

With the competitive 2007 holiday season approaching, Gary Hawkins (CEO of Green Hills Market, an independent grocery retailer in Syracuse, NY) was looking for a promotional program that would keep his best customers coming to Green Hills for all of their holiday meal shopping. Hawkins knew that his larger competitors (such as Price Chopper, Wegmans, and Wal-Mart) would use their size and buying power to procure products at the lowest possible cost, enabling them to offer rock bottom prices. Hawkins was looking for a program that would take advantage of Green Hills'' proprietary systems for tracking customers'' buying patterns and shopping preferences. The promotional program under consideration was a continuity program, in which shoppers earned points that could be redeemed for pieces of Arzberg porcelain. Hawkins and his team needed to establish their objectives for the holiday season and decide whether or not the Arzberg promotion was right for Green Hills Market. The case can be accompanied by a data set (M318SW) ''Green Hills Data Set'' that captures weekly expenditures by a sample of 1000 households shopping at Green Hills Market before, during, and after the Arzberg promotional program. The students can use these data (and other information available in the case) to examine how well the Arzberg promotion actually worked.

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