Lay's Potato Chips in Hungary (A): Creating Awareness and Building Brand Image at Product Launch
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Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags, Lay's increased sales dramatically and permanently (i.e., also post-promotion). In contrast, after withdrawing a second "Money in the Bag" promotion, sales fell. Students prepare case A (5 pages) at home. Three in-class cases and a teaching note provide analysis and managerial implications.
【書誌情報】
ページ数：10ページ
サイズ：A4
商品番号：HBSP-INS439
発行日：2006/1/7
登録日：2014/12/11
