A national beverage company wanted to increase its sales pur…
A national beverage company wanted to increase its sales purchased through a national fast food chain. The fast food chain was willing to sponsor a national promotion for the beverage if a test market indicated that a digital coupon in the fast food app would increase sales of value meals (that included the beverage). The beverage company gave $9000 to kids’ clubs and other nonprofit organizations in the test market city to be used to buy value meals in order to influence the market test results. The increase in sales was enough to convince the fast food chain to go forward with the beverage promotion nationally. This example illustrates: