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Case

Benati Solares

By Gallo, Iñigo / Segarra, José Antonio

Marketing

En 2013 el departamento de fotoprotección de Benati se plantea si debe responder a las promociones de la competencia. Pese a que estas promociones (ya en su tercer verano consecutivo) no hacen mucho daño en la cuota de mercado de Benati, la empresa identifica cierto descontento entre las farmacias, que son quienes venden el producto al cliente final.

Collection: IESE (España)

Ref: M-1318

Format: PDF

Number of pages: 16

Publication Date: Oct 6, 2014

Language: Spanish, English

Review date: Nov 2, 2015

What material is included in this case:

Teaching Note Exclusive professors

Other supplements

Description

Year: 2013

Geographic Setting: Italia

Learning Objective

A todo tipo de programas. La discusión puede empezar con un análisis riguroso del impacto de las promociones y la valoración de si vale la pena contestar con promociones similares. Más adelante, la discusión puede girar sobre otras alternativas de respuesta

Benati Solares

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Benati Solares

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Benati Solares

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