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  • April 2020
  • Case
  • HBS Case Collection

Promoting Land and Nature Jerky

By: John A. Quelch and Katherine B. Hartman
  • Format:Print
  • | Language:English
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Abstract

Kathy Ayers, Vice President of Marketing and Communications for Land and Nature (L&N) Jerky Company, needs to make a recommendation about L&N's 2020 promotional spending. L&N's CEO, Tim Ryan, wants her to calculate different scenarios using historical data to determine which option to recommend. Specifically, Ryan wants Ayers to recommend one of the three options: reduce the promotion budget by 30%, increase spending on consumer promotions by $200,000, or increase spending on trade promotions by $200,000. Ryan's goal is to achieve an operating profit of at least 7% of L&N's sales in 2020. To make a recommendation, Ayers must first evaluate the effectiveness of past consumer and trade promotions and then determine how to allocate promotional spending to achieve Ryan's operating profit goal. The case can be used to discuss positioning and integrated marketing communications. It demonstrates how return-on-marketing-investment (ROMI) varies with changes in gross profit. Students will need to evaluate strategic information as well as calculate quantitative information. The case is recommended for upper-level undergraduate students or first-year MBA students studying marketing management. It can also be used in a course on consumer marketing, promotions management, or integrated marketing communications.

Keywords

Advertising; Spending; Marketing Communications; Marketing Strategy; Product Positioning; Food and Beverage Industry

Citation

Quelch, John A., and Katherine B. Hartman. "Promoting Land and Nature Jerky." Harvard Business School Brief Case 920-563, April 2020.
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About The Author

John A. Quelch

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Related Work

    • April 2020
    • Faculty Research

    Promoting Land and Nature Jerky, Spreadsheet for Instructors (Brief Case)

    By: John A. Quelch and Katherine B. Hartman
    • April 2020
    • Faculty Research

    Promoting Land and Nature Jerky, Spreadsheet for Students (Brief Case)

    By: John A. Quelch and Katherine B. Hartman
    • April 2020
    • Faculty Research

    Promoting Land and Nature Jerky (Brief Case)

    By: John A. Quelch and Katherine B. Hartman
Related Work
  • Promoting Land and Nature Jerky, Spreadsheet for Instructors (Brief Case) By: John A. Quelch and Katherine B. Hartman
  • Promoting Land and Nature Jerky, Spreadsheet for Students (Brief Case) By: John A. Quelch and Katherine B. Hartman
  • Promoting Land and Nature Jerky (Brief Case) By: John A. Quelch and Katherine B. Hartman
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