With competitive 2007 holiday season approaching, Gary Hawkins (CEO of Market Green Hills, an independent grocery retailer in Syracuse, New York) was looking for an advertising program that will keep its best customers are coming to Green Hills for all their food shopping holiday. Hawkins knew that his larger competitors (such as prices Chopper, Wegmans, and Wal-Mart) will use their size and buying power to purchase products at the lowest possible cost, allowing them to offer lower prices. Hawkins was looking for a program that would use the Green Hills "proprietary systems for tracking customer buying patterns and trade preferences. Advertising Program is considered a continuity of the program, in which customers earn points, which could be used for porcelain Arzberg. Hawkins and his team needed to create their goals during the holiday season and decide whether to advance Arzberg market was right for Green Hills. cases may be accompanied by a set of data ("M318 Green Hills Data Set"), which records the weekly cost for a sample of 1000 households shopping at Green Hills Market, before, during and after the Arzberg adware. Students can use these data (and other information available in the case) to examine how well the promotion Arzberg really works. "M318 Green Hills Data Set" can be obtained from cases_requests @ gsb.stanford.edu. «Hide
by James Lattin, Meredith P. Jensen Source: Stanford University, 29 pages. Publication Date: April 20, 2009. Prod. #: M318-PDF-ENG
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