Catalogue Marketing Case

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Write-Up for Case # 1 Catalog Marketing Case Submitted by Leelawati Nagar Arpitha Shetty Maha Almubarak CASE OVERVIEW XYZ Company sells products on-line, and they are planning a two year catalog mailing campaign. They have a database of 1000 customers who purchased last year, and a second database of 10,000 potential customers who have never purchased. Of the 1000 customers who recently purchased, the average purchase amount was $40.00 Assume for the moment that this amount is constant over time and across future purchasing customers as well. Without receiving a catalog, a customer who already purchased has a 15% probability of purchasing in any of the following years. A potential customer who has never purchased before has a 3% chance of purchasing without receiving a catalog. XYZ has some previous experience with catalog mailings, and they have found that receiving a catalog doubles the probability of purchase for the year that the catalog is received, but it does not effect on the probability of purchase in any year after that. It costs $3.00 to mail a catalog. Since the marketing manager is being evaluated based on two years of results, any future purchases after these two years do not count. XYZ Company in interested in finding the following questions (a) How many catalogs should be mailed each year and to which customers should they be mailed? (b) How much total revenue can be expected if this policy is followed? (c) Do a sensitivity analysis of the total number if catalogs sent with regard to the average purchase amount in the range of $10 to $120. Explain the behavior of the number of catalogs sent over this range. (d) Do a similar sensitivity of revenue minus catalog cost with regard to the average purchase size. Discuss the shape of this curve. (e) Explain why catalog mailings in the first year are more

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