Máster

CASE 1



Question 1:



Do you think the good news are homogeneous for all categories??

Not all categories in FMCG market were affected on the same level.



Which are the categoriesmost “improved” with Eurocup positive effect?

Out of 4 categories in FMCG market (Home and personal care, food and beverages, cigarettes and alcohol) only three had significant positiveaffects on sales.

Alcohol, in our opinion, was affected the most, because the Eurocup is a celebration, and is associated with alcohol, and people drink more.

The second influencedcategory is cigarettes, with the increase of the consumption of alcohol rises the use of tobacco products.

Thirdly, food and beverage category had increases in sales because people meet togetherto watch football and eat a lot. Also, increased sales in fast food industry, catering services and other food and beverages providers (bars, cafeterias, etc), caused even larger enhancement in FMCG.Finally, Home and personal care category was affected the least by the Eurocup.



Question 2:

Ideas of what you can do to take benefit from relevant sports event.

We have selected achips company, Lays (Pepsico) as our brand. Ideas to have more benefits during this event:

- Huge chips packages

- Promote a new flavor

- Promotional codes inside packages neededto check in the lays website to obtain gifts.

- Add in which appears a group of happy friends watching the matches while eating lays

- Sponsoring the event

- 100 Spanish footballplayers autographs distributed among the packages



Question 3:

Please try to think in another example of “alterations” exogenous to the model affecting market behavior?

- A war- A natural disaster

- Royal wedding (for example the case of Great Britain)

- A new breakthrough invention (the example of the telephones, television, computers)

- Appearance...