An iconic American brand must determine how to maximize the net profit increased sales of higher margin products in the face of constant discharge retailer including the reduction of shelf space and promotional support for these products. This case is suitable for courses required MBA marketing and pricing and the choice of brand management in both undergraduate and MBA. The case analysis assumes that students can calculate both the dollar and percentage margins.
Ronald T Wilcox,
Rebecca O. Goldberg
Source: Darden School of Business
Publication Date: July 6, 2009. Prod #: UV5142-PDF-ENG
Heinz Ketchup: price of solving the case of the product line