學門類別
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Kraft General Foods Canada Inc.: Post Children's Cereals
內容大綱
Janet Wells, product manager for POST Children's Cereals, must decide how to allocate her marketing budget to in-pack premiums, trade promotions, and advertising. Her decision is complicated by recent increases in competitive activity.
學習目標
<ul><li>To demonstrate the problems involved in setting a marketing communications budget in a highly competitive product category.</li><li>To force students to deal with the trade-offs between advertising, trade promotion, and consumer promotion, and to demonstrate clearly the pressures that have led managers increasingly to direct funds to the trade at the expense of other promotional activities.</li><li>To introduce or reinforce issues relating to competitive dynamics.</li></ul>This case can be used in advertising and promotions courses and in a first-year marketing management course, and will work well with undergraduates, MBAs, and executives. The case provides a good general introduction to budgeting issues in a marketing communications context. It also serves as an introduction to three major classes of marketing communication.