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Aileron lighting: the sales promotion question

Sreeram Sivaramakrishnan (School of Business Management, NMIMS, Mumbai, India)
Mandar Bhide (Mars, Mumbai, India)

Publication date: 22 June 2017


Subject area


Study level/applicability


Case overview

The case describes the situation faced by a sales manager of a commoditized product in a tough and competitive market. Aileron Consumer and Lighting Group (ACLG) was among the top ten fast moving consumer goods (FMCG) companies in the country while also being among the fastest growing companies in India and had a diverse portfolio ranging from trade lighting to commercial and institutional lighting. Sunil, the sales manager, after his training found himself in the Budhwar Peth market in Pune, Western India where he was expected to find a way to increase sales of compact fluorescent lamps (CFLs). The product was undifferentiated and the competition was extremely strong with large allocations to advertising and dealer support. Sunil realized that his only hope for achieving his sales targets was to organize a sales promotion. His team and he came up with three options for sales promotions – two trade promotions and one consumer promotion. Sunil had to make the right choice of sales promotion for his market and the situation he found himself in.

Expected learning outcomes

This case is well-suited for courses in sales and distribution management, marketing channels, sales promotions or promotion management. It can also be used in courses dealing with marketing strategy or integrated marketing communications. This case allows the instructor to discuss sales channel and sales promotion issues faced by sales managers in an Indian context.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.

Subject code

CSS 8: Marketing.



Sivaramakrishnan, S. and Bhide, M. (2017), "Aileron lighting: the sales promotion question", , Vol. 7 No. 2.



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