Case Snacko

1. How is trade promotion related to the nature of the product market?

2. What are the objectives of a trade promotion scheme?
3. What considerations should be given into account before launching a trade promotion
scheme?
4. How does one evaluate a trade promotion scheme?
Case Parle-G
ressure from increasing raw material costs and falling margins presents arle with a difficult
pricing decision. !s ravin "ulkarnii# general manager at arle roducts vt. $td.# %ou must
decide whether to increase the price of %our flagship product# arle&' biscuits. (e prepared to
outline )1* %our rationale for the pricing decision and )2* as accompan%ing marketing plan for
the future of arle&' biscuits. +ou should consider both short&and long&term impacts of %our
decisions.
Assignment Expectation: ,ach participant for the course is e-pected to submit a write up
)around 2 pages* answering the above concerns. .wo separate files have to be submitted each
addressing one case. .he same has to be submitted in /0 word or 12 in single email. !ll
submission has to be mailed to tinuj23114email.iimcal.ac.in . .he name of the file has to be
in format 5ase6ame78eg6o. i.e.# Sancko_RegNo. and ParleG_RegNo. .he subject of the
email to be mentioned should be in the format Snacko_ParleG_RegNo.
.he submission ma% be considered and evaluated against 5lass articipation component. .he
last date of submission is 39:33 hours of 1
st
0ept;14 )/onda%*. $ate submissions will not be
evaluated.