PHP India: the e-commerce dilemma

Learning outcomes Through the analysis of the case, the students will be able to: 1. appreciate the dynamics in a multi-channel environment especially in the relatively new ecommerce space in India; 2. understand the decision-making process and the impact on various stakeholders in adopting a new ecommerce sales channel; and 3. evaluate financial implications of channel profitability and its implication on the decision. Case overview/synopsis Philadelphia Home Products (PHP) India was facing a sales slowdown and was looking at a foray into the e-commerce channel, as an answer for business growth. The decision was not an easy one, as it had implications on existing channel partnerships and the organization. Channel choice decisions had acquired a new dimension with the proliferation of ecommerce platforms and changing online consumer buying habits. It was January 2015 and Nandini Devgan, CEO of PHP India was with her experienced team, who clearly had differing points of view. She needed to put the organization back on a growth trajectory, but how does she balance the various differing views put forth by her team? Was entering the ecommerce channel the best option? Complexity academic level This case is designed for use at the postgraduate level in courses, such as sales management, channel management, e-commerce and strategic marketing courses, as well as in executive management programs. The case is relevant from the context of channel management of a Consumer-Packaged Goods company in India, where e-commerce is nascent yet growing. It gives students a practical hands-on decision-making situation, where there are complexities of quantitative and qualitative nature. It triggers a discussion where the chief executive officer (CEO) and her team are facing growth and profitability issues, and have to take a decision on whether or not to adopt the e-commerce channel while managing the existing channels. Supplementary materials Teaching note is available for educators only. Subject code CSS 8: Marketing.

EXPRESS: The Impact of Advertising Creative Strategy on Advertising Elasticity

This study provides a comprehensive assessment of the impact of Advertising Creative Strategy (ACS) on advertising elasticity, founded on an integrative framework which distinguishes between the Function (content) and the Form (execution) of an advertising creative. Function is evaluated using a three-dimensional representation of content (Experience, Affect, Cognition), whereas the representation of Form accounts for both executional elements and the use of creative templates. The distinction between Function and Form allows for the investigation of potential synergies between content and execution, previously unaccounted for in the literature. The ACS framework also facilitates the calculation of composite metrics that capture holistic aspects of the creative strategy, such as Focus, or the extent of the emphasis on a specific content dimension, and Variation i.e., changes in content and execution over time. The empirical application focuses on a Dynamic Linear Model analysis of 2251 television advertising creatives from 91 brands in 16 consumer packaged goods categories. The findings suggest that in terms of Function, experiential content has the biggest effect on elasticity, followed by cognitive and affective content. Function and Form produce synergies that can be leveraged by advertisers to increase returns. Finally, Focus, Variation and the use of templates increase advertising elasticity.

Enhancing perceived product value through peripheral product anecdotes

Purpose The purpose of this paper is to introduce a new strategic marketing tool: a peripheral product anecdote (PPA), or a brief, interesting story that is loosely connected to a product but not connected to its history, quality or usage. A PPA is contrasted with similar tools, such as product/brand heritage claims. This study investigates when PPAs are most effective at increasing willingness to pay. Design/methodology/approach Five experiments examine the effect of different PPAs on willingness to pay. This study examines product-use situation as a moderator (Studies 3 and 4) and conversational value as a mediator (Studies 2 and 4). Findings Customers will pay a premium for products with PPAs, but only when they intend to use the products in social situations where they could share the anecdote with others. Mediation analyses reveal these anecdotes are valuable because they provide purchasers with a conversation topic (a source of social currency). Practical implications In contrast to brand heritage stories, nearly any firm can associate a PPA with their product. These anecdotes are a low-cost way for firms to increase willingness to pay for products. PPAs are innovative and varied, unlike brand heritage stories which tend to be static. Originality/value This paper shows that customers sometimes want packaged goods, such as beer and snacks, to help them have conversations and will pay more for products that do so. It introduces the PPA as one way marketers can help customers achieve this goal of conversation.

The Interaction of Cellulose Thin Films With Small Organic Molecules—Comparability of Two Inherently Different Methods

Paper is the material of choice for a large range of applications because it has many favorable environmental and economic characteristics. Especially in the packaging sector of dry goods and food products, paper has found unique applications. For that purpose, it has to fulfill certain requirements: Primarily it should protect the packaged goods. In order to ensure the compliance of a paper packaging, its interactions with the packaged goods should be investigated. Therefore, it is of utmost importance to understand how the paper interacts with chemicals of different nature and what factors influence these interactions—be that the nature of the paper or the characteristics of the substances. In this study, we investigated the surface interactions of cellulose thin films with n-decane and deuterated methanol using two different analytical methods: headspace solid-phase microextraction with gas chromatography and flame ionization detection (HS-SPME-GC/FID) and temperature-programmed desorption (TPD). Cellulose thin films were characterized with contact angle and FT-IR measurements and successfully applied as model systems for real paper samples. Regarding the interactions of the cellulose films with the model compounds, the two inherently different methods, HS-SPME-GC/FID and TPD, provide very comparable results. While the nonpolar n-decane was readily released from the cellulose films, the polar model compound deuterated methanol showed a strong interaction with the polar cellulose surface.

Ornamental motives in the modern packing products of Ukraine

The purpose of the article. The research analyzes the transformations of traditional Ukrainian ornamental motifs and decorative and symbolic images in relation to their use in the design of modern packaging products; It was observed that the appeal of designers to established ornamental forms and decorative-symbolic images gives expressiveness to graphic solutions in the design of the packaging. The article emphasizes the possibility of using the established ornamental motifs in the contemporary design activity of graphic designers for qualitative design-development only if the project activity combines a creative approach based on thorough research on the background of an extremely limited palette and surface-already-existing work of ornamental heritage. The methodology of the study is to apply a systematic approach that helps to reveal the peculiarities of the use of ornamental motifs in the packaging of goods in different consumer segments. The scientific novelty consists in determining the necessity of combining creative and scientific approaches for careful/careful adaptation or adaptation of traditional Ukrainian ornamentation in the design of packaging products; in shaping the latest / renewed vision of not only established ornamental motifs but also bold, unexpected decisions and creative transformations filled with new content. Conclusions. Based on the analysis of samples of packaging products in the design of which we use ornamental motifs and decorative and symbolic images, we have come to the conclusion that modern revisions of graphic designers demonstrate not only the commitment to direct application of authentic ornamental motifs and the use of already well-established and acquaintance consumers of motifs from Ukrainian ornamentation, and application in practical developments of unexpected decisions and transformation, which in turn adds not only an update to the perception of traditional orn entalno and decorative solutions, but also to attract yet untapped segment of consumers. Thanks to the popularization of Ukrainian ornament with the help of packaging design, graphic design projects also play the role of researcher and educator for a wide range of consumers of packaged goods in different consumer segments.

INVESTIGATION OF THE PARAMETERS OF WAREHOUSE COMPLEXES USING PETRI NETS

The purpose. In modern conditions, the task of improving systems for storing material stocks has significant scientific and practical significance. At the same time, the nature and degree of influence of the parameters of the incoming flow of goods on the required technical equipment of warehouses from the standpoint of logistics and a systematic approach have been insufficiently studied. The absence of a final solution to the problem of developing a universal methodology for determining rational technical and technological parameters of warehouses for packaged goods formulated the goal of the study, which is to determine the rational equipment of a warehouse complex on the basis of simulation modeling of the process of its functioning, formalized by a Petri net. Methodology. In the work, the authors present a methodology for formalizing the process of functioning of a transport and warehouse complex using a Petri net in the QPNet environment. The technique of technical and economic comparison of options for equipping a warehouse complex, which is based on the use of modified reduced costs, is presented. Results. The paper reviews the existing imitation models of warehouse complexes, identifies their advantages and disadvantages. On the basis of the analysis performed, a simulation system was determined for the development of a model of a warehouse complex. The article presents a universal method for determining the rational technical and technological parameters of warehouses for packaged goods using a simulation model of a warehouse, the technological process of which is represented by a Petri net. With the developed simulation model of the composition, a series of experiments were performed, differing in the operational conditions of operation, as a result of which a set of technical and operational indicators of the warehouse complex was obtained. The obtained indicators of the warehouse functioning became the basis for determining its rational technical equipment. The practical significance of the methodology presented in the work for constructing a universal model of a warehouse complex and a technical and economic assessment of the indicators of its functioning will make it possible to more accurately determine the rational number of technical means and technical equipment in the design of new or reconstruction of existing transport and warehouse complexes.

Supply chain design and analysis: An empirical research related Vietnam’s consumer packaged goods (CPG) industry

This paper intends to empirically establish the supply chain design dimensions that influence the ability of retailers in Vietnam’s consumer packaged goods (CPG) industry to perform effectively with resilience. It further examines the extent of supply chain design dimensions impacting the variance on resilience in this industry. The study surveyed managers and supervisors of major Vietnam supermarkets within the CPG industry and employed univariate and multivariate methods to analyze the data collected. The paper established that technology advancement, economic influence, environmental changes, desired supply chain outcomes, and transport networks are the supply chain design dimensions with the most impact on the capability of the retail industry to perform efficiently and effectively with resilience. Furthermore, the paper revealed that transport networks, as an integral part of retail industry, impact the most on the variance of resilience for product availability. The findings imply that, despite the susceptibility to external and internal disruptions, performance and operations with resilience resonate with proper investments in technology, the available capacity under turbulent economic behavior, and a transport network for better customer experience. The paper further acknowledges the disruptive environmental changes, desired supply chain outcomes, and the need for a supply chain design for resilience in the retail industry.

Analysis of natural gas consumption and energy saving measures for small and medium-sized industries in the greater Toronto area

A total of 15 energy (natural gas) audits were conducted for industrial sites from food processing, packaged goods and finishing processes (powder coating) sector. Natural gas consumptions, performances of major gas consuming equipment and savings from proposed energy measures were analyzed for the audited sites. Proposed energy saving measures included reduction in non-productive consumption, tune-up of gas-fired equipment, optimization of boiler loads, heat recovery through feedwater economizer and reduction in oven exhaust using variable frequency drives (VFDs). Gas savings achieved by employing VFDs showed great potential ranging from 13% to 49% of oven consumptions while savings for feedwater economizer ranged from 3.4% to 18.4% of boiler consumptions. Other measures mentioned above, though relatively simpler to implement, also showed potential of considerable savings. Associated fuel cost savings and the reduction in greenhouse gas emissions were also estimated. Furthermore, a MATLAB program was created to calculate boiler efficiencies.