This case is based on a real-life situation that unfolded in 2022 at the Consumer Electronics Division (CED) of KCM Appliances Pvt. Ltd., a South India–based company. Kodakkadan, the General Manager of the CED division managing the Impex brand, is evaluating a consumer promotion campaign to coincide with the upcoming FIFA Football World Cup—a major event that holds tremendous cultural relevance in Kerala.

Having just concluded the festive season in September, the company typically experiences a dip in sales during Q3. With football enjoying immense popularity in Kerala, Kodakkadan sees an opportunity to use the World Cup to drive consumer interest. However, his category management team lacks prior experience in designing consumer-targeted promotions. The proposed idea—a chance-based promotion offering big-ticket prizes—needs to be evaluated for its appeal not only to consumers but also to trade partners, the sales team, and senior management. Kodakkadan’s boss, Mr. Chennengadan, is known for rigorously assessing campaigns based on their likely return on investment (RoI). The proposed campaign poses a critical question: Can a chance-based promotion with attractive prizes deliver the desired sales uplift and justify its cost? Or will weak prize appeal and inadequate planning lead to underwhelming results? This case offers students a comprehensive opportunity to understand the nuances of sales promotion design and execution. It enables analysis of both quantitative data—for estimating breakeven volumes, RoI, and contribution margins—as well as qualitative aspects such as promotional strategy alignment, consumer versus trade incentive balance, and the practical challenges of planning promotions in a competitive and seasonal market. The case fosters rich classroom discussion on the types of consumer promotions, their psychological appeal, and the trade-offs between push and pull strategies.