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Marketing Activities (Unit of measurement) Advertising (C$) Promotion (% of sales volume on promotions) Distribution...

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Marketing Activities (Unit of measurement) Advertising (C$) Promotion (% of sales volume on promotions) Distribution (% of coverage) Price (CS) Elasticities 0.036 0.277 2.424 -1.734 The brand manager knows that she has to invest $2000 per each incremental point (1%) in retail coverage, and $0.4 for each unit on sales promotion. She also plans to decrease the juice price in 1% for 2011. Questions: 1. How many units of OASIS juice were sold in 2010? and, how many units are planned to be sold in 2011? 2. What will be the new price for the next year? and, what are the planned 2011 sales in $? 3. What should be the percent increment of each marketing activity to increase sales by 10% in 2011? (Please consider the units of measurement of each activity, see table 2) 4. What should be the optimal marketing resource allocation for 2011 in C$

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