Research by: Sandeep Puri, Shamik Debnath, & Shalini Joshi
Summary
In this case study, students must analyze the sales data for Santon Paint Company, which presents two puzzles. One involves understanding why two products that Santon markets as complementary are not selling in the expected ratio. The other puzzle, which might be related to the first, involves the significant differences between Santon’s top two retailers and its other retailers. Students can use the insights they gain to discuss potential sales strategies for rectifying these disparities.
The key learning objectives are:
- Understand the concept of complementary products and how they influence sales and marketing tactics.
- Examine the causes of revenue disparity among top customers compared to the rest of the customer base.
- Learn to balance resource allocation between targeting top and lower-contributing retailers to maximize overall revenue.
To cite this case: Puri, S., Debnath, S., & Joshi, S. (2024). Getting the Product Mix Right at Santon Paint. Harvard Business Publishing, Product #: 8500-HTM-ENG.
To access this case: https://hbsp.harvard.edu/product/8500-HTM-ENG
