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  • May 2009 (Revised December 2009)
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Reliance Baking Soda: Optimizing Promotional Spending

By: John A. Quelch and Heather Beckham
  • Format:Print
  • | Language:English
  • | Pages:12
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Abstract

Reliance Baking Soda is Stewart Corporation's oldest and most established product. The new Domestic Brand Director needs to create a 2008 marketing budget that delivers a profit increase of 10% over 2007 levels. She must first evaluate the effectiveness of past consumer and trade promotions and determine if a price increase will have net bottom line benefits. Then she must decide on the optimal allocation of her marketing budget, taking into account the brand's apparent "cash cow" role in the Household Division of Stewart Corporation. Students are expected to complete a quantitative assignment: create and defend a budget.

Keywords

Communication Strategy; Quantitative Analysis; Consumer Marketing; Marketing Planning; Product Management; Sales Promotions; Program Budgeting; Marketing Strategy; Advertising; Product Marketing; Budgets and Budgeting; Sales; Consumer Products Industry

Citation

Quelch, John A., and Heather Beckham. "Reliance Baking Soda: Optimizing Promotional Spending." Harvard Business School Brief Case 094-127, May 2009. (Revised December 2009.)
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About The Author

John A. Quelch

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Related Work

    • May 2009 (Revised December 2009)
    • Faculty Research

    Reliance Baking Soda: Optimizing Promotional Spending

    By: John A. Quelch and Heather Beckham
Related Work
  • Reliance Baking Soda: Optimizing Promotional Spending By: John A. Quelch and Heather Beckham
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