New Snack Case Mr. Michael Fine, newly appointed New Products Marketing Director for Sunrise Foods was considering the possibility of marketing a new highly nutritional snack. The product was to be generically labelled New Snack. The product was viewed as having no direct competitors. Early product and concept tests were very encouraging. These tests led Mr. Fine to believe the product was ready to go, and the question was how they should promote it. His team suggested three choices: (1) promoter: hiring promoters to promote the product in retailers, (2) endorsement: hiring local celebrities to endorse the product, and (3) campaign: working with retailers to host in-store campaigns. To evaluate these choices, Mr. Fine decided to run an experiment. Design of Experimental Study The three marketing variables included in the experimental design were promoter, endorsement, and campaign. There are two levels of promoter (hiring promoters or not), two levels of endorsement (hiring celebrities or not), and four levels of campaign budgets at each store each week ($500, $1000, $1500, $2000). 16 stores were identified to test each of the 16 scenarios (2 2 4) for two weeks. Data collected from the experiment can be found in the "New Snack.xlsx" file.

"New Snack.xlsx" File Data: Sheet 1

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