Case 10 - Word galdo gaspar GG a File Home Insert Draw Design Layout References Mailings Review View Help Tell me what you want to do Share ( E... 21 14 & cut Pe Copy Paste Format Painter Clipboard 5 Calibri (Bady) - 11 BIU. A A A A Aav A me x, XA ay AaBbCcDc AaBbCcDc AaBbc AaBbccc AaB I Normal No Spac... Heading 1 Heading 2 Title Find - all Replace Select Font Paragraph Styles Editing CASE17 - COST MANAGEMENT STRATEGIES (20 pts) In 2008. Procter and Gamble management tried to control costs by eliminating many of its brands' coupons while increasing print advertising. Only a miniscule portion of the hundreds of billions of coupons distributed annually by P&G were ever redeemed by customers. Eliminating coupons allowed P&G to reduce its price of most brands. After testing a market in the country. P&G found that it lost 16% of its market share because competitors did not follow P&G in this move. Instead, competitors countered P&G's decrease in price promotions by increasing their price promotions. Although price promotions had been unprofitable discontinuing them while competitors did not was even more inprofitable for the company. P&G probably anticipated losing some market share in exchange for more profitability and equity for its brands but not to the degree that occuured Advertising was expected to reverse the damage to penetration REQUIRED What costs and benefits did P&G likely consider in its discontimance of coupons? b. What was P&G's apparent strategy in deciding to lower prices? Explain. a. Page 1 of 16 O works 2 English (United Kingdom) 140% W ENG UK 0 9-22 PM 10/31/2021