Limit search to available items
Author Sivaramakrishnan, Sreeram, author

Title Aileron lighting : the sales promotion question / Sreeram Sivaramakrishnan, (School of Business Management, NMIMS, Mumbai, India), Mandar Bhide, (Mars, Mumbai, India)
Published Bingley, U.K. : Emerald Publishing Limited, 2017
Online access available from:
Emerald Emerging Markets    View Resource Record  


Description 1 online resource (4 pages) : 18 illustrations
Series Emerald emerging markets case studies, 2045-0621 ; volume 7, issue 2
Summary The case describes the situation faced by a sales manager of a commoditized product in a tough and competitive market. Aileron Consumer and Lighting Group (ACLG) was among the top ten fast moving consumer goods (FMCG) companies in the country while also being among the fastest growing companies in India and had a diverse portfolio ranging from trade lighting to commercial and institutional lighting. Sunil, the sales manager, after his training found himself in the Budhwar Peth market in Pune, Western India where he was expected to find a way to increase sales of compact fluorescent lamps (CFLs). The product was undifferentiated and the competition was extremely strong with large allocations to advertising and dealer support. Sunil realized that his only hope for achieving his sales targets was to organize a sales promotion. His team and he came up with three options for sales promotions - two trade promotions and one consumer promotion. Sunil had to make the right choice of sales promotion for his market and the situation he found himself inches
Notes This case is well-suited for courses in sales and distribution management, marketing channels, sales promotions or promotion management. It can also be used in courses dealing with marketing strategy or integrated marketing communications. This case allows the instructor to discuss sales channel and sales promotion issues faced by sales managers in an Indian context
Teaching notes are available for educators only. Please contact your library to gain login details or email to request teaching notes
Includes index
Bibliography Includes index and bibliographical references
Audience MBA/Postgraduate
Subject Sales promotion -- Case studies
Advertising -- Case studies
Marketing -- Case studies
Business & Economics, Sales & Selling -- Management.
Sales & marketing.
Genre/Form Case studies.
Form Electronic book
Author Bhide, Mandar, author