Reallocated like my tax dollars
That statement also applies to that bud light rebate above.^^
I'm no expert, but I've been around the block a time or two, here's my take....
This rebate idea prob came from their "studette" marketing team, who presented the idea to the uppers. I can hear it now: We have to stop the bleeding of negative media reporting! We've done what we can do to minimize what our team has f'd up, but the media keeps reporting how bad our sales have dropped, and it's killing us! Let's prop up our sales numbers with a rebate so we can take that negative away!
I'm sure their beancounters completely freaked out on the deal, and tried to remind them "reallocating" funds still results in a heavy loss, sales #'s or not. And then, probably also brought up that the marketing team is really doing this because their pay plans are steeped in sales #'s, not the net.
The bean counters, who almost always win, lost. Wondering why? Because the uppers (who would have to give the approval on a 100+% net loss idea) likely also have pay plans commensurate with sales #'s.
You'd think Anheuser-Busch InBev is smarter than this, but just try get in the way of a million dollar pay plan, and see what happens.
First rule about "being in a hole" is to quit digging!