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Analysing Sales at Realapp

CASELET, STATISTICS FOR MANAGEMENT
ET Cases, 2 pages

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Analyzing Sales at REALAPP

 

REALAPP, was one of the growing fruit juice makers in Bangalore, India. Since its inception in 2005, the company witnessed slow rate of growth. The industry had many renowned brands to add to its competition. Rohit Motilal (Motilal), the Founding Director of the company, wanted to analyze the factors which possibly affected the sales of the company. Motilal called on Rohit Verma (Verma), a marketing consultant for a better understanding of the marketing and sales concerns. Motilal had a detailed discussion with him related to marketing concerns. Verma started the discussion by highlighting the role of advertisements in sales promotion. He told, “As advertisement is quite important to the business, increasing focus is required on advertising and informing potential target customers about the availability of the products.” He also emphasized on the social media platform, as it is one of the quickest and easiest platform to reach out to a large number of customers and also gives a lot of visibility. He emphasized on allocating a budget for advertising. Motilal too agreed with Verma’s views saying that the company tried celebrity (from TV Shows) endorsements at various points of time and this had contributed to sales growth in the past..........

Teaching Note Preview

Analyzing Sales at REALAPP

 

Prerequisite Conceptual Understanding

Prerequisite Conceptual Understanding (PCU) material is the background material that would aid immensely in mapping the decision areas of this caselet and bring a synthesis amongst the relevant concepts. The participants/students should be encouraged to read this material to benefit from the broader perspectives outlined in the caselet.

  • • Richard I. Levin and David S. Rubin, “Chapter 13: Multiple Regression and Modeling Techniques”, Statistics for Management, 7th Edition, Pearson Education, 2008

 

Synopsis

This caselet enables understanding of the application of Multiple Regressions Analysis. REALAPP is a growing fruit juice-maker in Bangalore, India. Since its inception in 2005, the company witnessed a slow growth due to heavy competition from renowned brands. Having discussed with a consultant and his subordinate teams about the marketing and sales concerns, Rohit Motilal, the Founding Director wanted to analyze the factors affecting the sales of the company. Motilal assigned Rupali Malhotra, a new executive for backend operations, to collate the past data on quarterly sales, number of distributors, distributors’ margins, company’s sales force strength, sales incentives paid for each quarter and the expenditure on advertisement for each quarter. The director wanted to draw conclusions from the analysis.

Pedagogical Objectives

  • • To understand the concept of Multiple Regression Analysis
  • • To analyze the variables that are correlated with the sales and the variables that describe the variability in sales

 

Assignment Question

  • I. Analyze the variables that are correlated with the sales and the variables those describe the variability in sales of REALAPP.

 

Teaching Plan

The Teaching Note follows a defined Teaching Plan [Annexure (TN)-I], which guides in conducting the classroom discussion.......

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Abstract


This caselet enables understanding of the application of Multiple Regressions Analysis. REALAPP is a growing fruit juice-maker in Bangalore, India. Since its inception in 2005, the company witnessed a slow growth due to heavy competition from renowned brands. Having discussed with a consultant and his subordinate teams about the marketing and sales concerns, Rohit Motilal, the Founding Director wanted to analyze the factors affecting the sales of the company. Motilal assigned Rupali Malhotra, a new executive for backend operations, to collate the past data on quarterly sales, number of distributors, distributors' margins, company's sales force strength, sales incentives paid for each quarter and the expenditure on advertisement for each quarter. The director wanted to draw conclusions from the analysis.




Pedagogical Objectives


  • To understand the concept of Multiple Regression Analysis

  • To analyze the variables that are correlated with the sales and the variables those describe the variability in sales





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