Dr. V. Kumar was recently named as one of the finalist for the 2007 ISMS Practice Prize Award. Each year the INFORMS Society for Marketing Science holds a Practice Prize Competition which is awarded for an outstanding implementation of marketing science concepts and methods. The methodology used must be sound and appropriate to the problem and organization, and the work should have had significant, verifiable, and quantitative impact on the performance of the client firm.
Dr. Kumar was declared as a finalist for this award in recognition of the research study titled, "Marketing-Mix Recommendation to Maximize value Growth at P&G Asia-Pacific" along with his colleagues - Jia Fan, University of Connecticut; Rohit Gulati and P. Venkat, P&G Asia Pacific. This study measured the price and distribution elasticities for all of P&G's detergent products for a South Asian market by building a random coefficient model with system of equations. A sales volume and value simulator were developed based on the model results. By using this simulator, P&G increased their prices to the optimal price level and reallocated their marketing resources to the SKUs with the highest potential to increase the sales volume. As a result, P&G gained over 39 million dollars in value growth over a one year period due to the implementation of the recommendations from our modeling approach. Read more about this study here.
The README.TXT file is located in the \CASEDAT subdirectory and contains information on the format of the data for the cases to accompany MARKETING RESEARCH. There are 8 data files in this subdirectory in addition to the README.TXT file. All the files in the subdirectory are ASCII text files which pertain to four cases from the text: PG&E(B), New Food, Vancouver Symphony Orchestra and Pepsi Cola. Various formats have been used for the data in each case to facilitate their use with different languages (Fortran) or different software packages (Minitab, SPSS,Minitab). You may choose the format best suited to you.
The file contains the following variables:
ID = RESPID
Will = y1
Govt = y2
Train = x5
Size = x1
Exp = x6
Rev = x2 (Thousand of Dollars)
Years = x3
Prod = x4
Note1: export.sav (SPSS version of export data) can be opened with SPSS Student or Professional version of the software.
Note2: This data set contains the full 120 observations. The data set in the text book is an abbreviated version containing 60 observations.
Note3: If you are using Internet Explorer, you may click on the link above directly. Netscape Navigator users may have to right click on the link and save the target file into their hard disk and then open.
Tasty IceCream Data