Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. 9-410-S05
Spanish language
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 2009
Version: 22 May 2009
Revision date: 10-May-2019

Abstract

This is a Spanish version. Reliance Baking Soda is Stewart Corporation's oldest and most established product. The new Domestic Brand Director needs to create a 2008 marketing budget that delivers a profit increase of 10% over 2007 levels. She must first evaluate the effectiveness of past consumer and trade promotions and determine if a price increase will have net bottom line benefits. Then she must decide on the optimal allocation of her marketing budget, taking into account the brand's apparent 'cash cow' role in the Household Division of Stewart Corporation. Students are expected to complete a quantitative assignment: create and defend a budget.
Location:
Other setting(s):
2007

About

Abstract

This is a Spanish version. Reliance Baking Soda is Stewart Corporation's oldest and most established product. The new Domestic Brand Director needs to create a 2008 marketing budget that delivers a profit increase of 10% over 2007 levels. She must first evaluate the effectiveness of past consumer and trade promotions and determine if a price increase will have net bottom line benefits. Then she must decide on the optimal allocation of her marketing budget, taking into account the brand's apparent 'cash cow' role in the Household Division of Stewart Corporation. Students are expected to complete a quantitative assignment: create and defend a budget.

Settings

Location:
Other setting(s):
2007

Related