Publications
Publications
- November 1992 (Revised June 1994)
- HBS Case Collection
Packaged Products Company: Handy-Pak Introduction
By: Frank V. Cespedes and Laura Goode
Abstract
The product manager and the market research director for a new line of snacking nuts are reviewing options concerning the upcoming roll-out of the product. These options include changes in pricing, promotional plans, and salesforce incentives intended to build support for the products across the various distribution and trade channels required for targeted sales goals.
Keywords
Price; Marketing; Marketing Channels; Product Launch; Distribution; Planning; Research and Development; Sales; Salesforce Management; Alignment; Consumer Products Industry; Service Industry
Citation
Cespedes, Frank V., and Laura Goode. "Packaged Products Company: Handy-Pak Introduction." Harvard Business School Case 593-057, November 1992. (Revised June 1994.)
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