IDEAS home Printed from https://ideas.repec.org/a/sae/anjomc/v15y2018i2p184-195.html
   My bibliography  Save this article

Union Railways: Ad Spot Pricing Dilemma? (B)

Author

Listed:
  • Rohail Ashraf
  • Seeham Yousaf

Abstract

Faced with considerable losses and increased pressure to generate alternative sources of funding, Union Railways (UR) twice attempted to auction ad spots at their flagship trains and stations. On both the occasions, the market responded with substantially lower bids than management’s expectation. Surprised by the lackluster response, the management decided to conduct a detailed analysis of the ad spot market and engaged a team of advisers. They were tasked to help UR decide the base price for different types of ad spots (e.g. billboards, window skins, bogie door skins) and to recommend whether the ad spots be sold to either one or multiple intermediaries. Equipped with data (e.g. prevalent market rates and industry best practices) from multiple sources, the advisors faced the daunting task of designing a simple pricing mechanism that can work for multiple types of ad spots.

Suggested Citation

  • Rohail Ashraf & Seeham Yousaf, 2018. "Union Railways: Ad Spot Pricing Dilemma? (B)," Asian Journal of Management Cases, , vol. 15(2), pages 184-195, September.
    • Handle: RePEc:sae:anjomc:v:15:y:2018:i:2:p:184-195
    DOI: 10.1177/0972820118784170
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0972820118784170
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0972820118784170?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:anjomc:v:15:y:2018:i:2:p:184-195. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.