Miguel Brendl

Lay's Potato Chips in Hungary (A): Creating Awareness and Building (Japanese)

By  Miguel Brendl,  Prashant Malaviya,  Swati Srivastava,  Laszlo Szocs
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Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags, Lay's increased sales dramatically and permanently (i.e., also post-promotion). In contrast, after withdrawing a second "Money in the Bag" promotion, sales fell. Students prepare case A (5 pages) at home.

    Published 30 Nov 2013

    Reference 5334

    Topic Marketing

    Region Europe

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    Lay's Potato Chips in Hungary (A): Creating Awareness and Building (Japanese)

    Add to cart extra
    Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags, Lay's increased sales dramatically and permanently (i.e., also post-promotion). In contrast, after withdrawing a second "Money in the Bag" promotion, sales fell. Students prepare case A (5 pages) at home.
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      Lay's Potato Chips in Hungary (B1): Promotion Activity and Results

      By  Miguel Brendl,  Prashant Malaviya,  Swati Srivastava,  Laszlo Szocs
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      Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags, Lay's increased sales dramatically and permanently (i.e., also post-promotion). In contrast, after withdrawing a second "Money in the Bag" promotion, sales fell. Students prepare case A (5 pages) at home.

        Published 01 Jul 2006

        Reference 5334

        Topic Marketing

        Region Europe

        View case

        Lay's Potato Chips in Hungary (B1): Promotion Activity and Results

        Add to cart
        Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags, Lay's increased sales dramatically and permanently (i.e., also post-promotion). In contrast, after withdrawing a second "Money in the Bag" promotion, sales fell. Students prepare case A (5 pages) at home.
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          Lay's Potato Chips in Hungary (B2): Long-Term Effects of Promotions

          By  Miguel Brendl,  Prashant Malaviya,  Swati Srivastava,  Laszlo Szocs
          Add to cart
          Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags, Lay's increased sales dramatically and permanently (i.e., also post-promotion). In contrast, after withdrawing a second "Money in the Bag" promotion, sales fell. Students prepare case A (5 pages) at home.

            Published 01 Jul 2006

            Reference 5334

            Topic Marketing

            Region Europe

            View case

            Lay's Potato Chips in Hungary (B2): Long-Term Effects of Promotions

            Add to cart
            Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags, Lay's increased sales dramatically and permanently (i.e., also post-promotion). In contrast, after withdrawing a second "Money in the Bag" promotion, sales fell. Students prepare case A (5 pages) at home.
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              Lay's Potato Chips in Hungary (A): Creating Awareness and Building Brand Image at Product Launch

              By  Miguel Brendl,  Prashant Malaviya,  Swati Srivastava,  Laszlo Szocs
              Add to cart popular
              Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags, Lay's increased sales dramatically and permanently (i.e., also post-promotion). In contrast, after withdrawing a second "Money in the Bag" promotion, sales fell. Students prepare case A at home.

                Published 07 Jan 2006

                Reference 5334

                Topic Marketing

                Region Europe

                View case

                Lay's Potato Chips in Hungary (A): Creating Awareness and Building Brand Image at Product Launch

                Add to cart popular
                Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags, Lay's increased sales dramatically and permanently (i.e., also post-promotion). In contrast, after withdrawing a second "Money in the Bag" promotion, sales fell. Students prepare case A at home.
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                  Lay's Potato Chips in Hungary (C): The Second ‘Money in the Bag’

                  By  Miguel Brendl,  Prashant Malaviya,  Swati Srivastava,  Laszlo Szocs
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                  Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags, Lay's increased sales dramatically and permanently (i.e., also post-promotion). In contrast, after withdrawing a second "Money in the Bag" promotion, sales fell. Students prepare case A (5 pages) at home.

                    Published 07 Jan 2006

                    Reference 5334

                    Topic Marketing

                    Region Europe

                    View case

                    Lay's Potato Chips in Hungary (C): The Second ‘Money in the Bag’

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                    Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags, Lay's increased sales dramatically and permanently (i.e., also post-promotion). In contrast, after withdrawing a second "Money in the Bag" promotion, sales fell. Students prepare case A (5 pages) at home.
                      View case