Benati SunCare
In 2013, Benati's Sun Care Division was debating whether to respond to the promotions that two of its main competitors were holding during the key summer months. In spite of the fact that these promotions (now in their third consecutive summer) have not caused much harm to Benati's market share so far, the company has recently detected some worrying signs in its relationship with the channel (pharmacies) as well as within its own salesforce. Will these promotions finally affect sales and market share? Should Benati also run promotions? If not, what should the company do to reduce the anxiety in the channel?
Collection: IESE (España)
Ref: M-1318-E
Format: PDF
Number of pages: 16
Publication Date: Oct 6, 2014
Language: English, Spanish
Review date: Feb 9, 2015
What material is included in this case:
Description
In 2013, Benati's Sun Care Division was debating whether to respond to the promotions that two of its main competitors were holding during the key summer months. In spite of the fact that these promotions (now in their third consecutive summer) have not caused much harm to Benati's market share so far, the company has recently detected some worrying signs in its relationship with the channel (pharmacies) as well as within its own salesforce. Will these promotions finally affect sales and market share? Should Benati also run promotions? If not, what should the company do to reduce the anxiety in the channel?
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Year: 2013
Geographic Setting: Italia
Learning Objective
To highlight some of the challenges involved in channel management, and how to react to competitors who are going the extra mile to please the channel.
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