Safewithme Inc.

Abstract

Safewithme Inc. (SI) is a leading manufacturer and marketer of healthcare products. Mr. Arun Jain, the Marketing Manager of SI, has received information about an upcoming trade promotion scheme by a competitor of SI. In order to counter the threat of the proposed trade promotion by the competitor, SI team has developed two alternative schemes namely the “Spot Incentive Scheme” and the “Frequent Buyer Scheme”. Arun Jain has to decide which one to choose, given the prevailing situation. The case examines different aspects of trade promotion which become crucial during implementation, especially in rural markets.