sales were dismal. Plumbers‚ the main channel of Aqualisa’s products‚ have developed an ‘electronic phobia’ since the late 1980s when early electronic showers failed‚ hurting Quartz by association. Furthermore‚ the company is also concerned of cannibalization that could occur to Aqualisa’s existing products should Quartz become successful‚ especially to Aquavalve‚ Aqualisa’s current flagship. Alternatives and Analysis 1) Whether to target the plumbers 73% of consumer decision is derived from plumbers’
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WAC for Colgate-Palmolive "The Precision Toothbrush" Introduction Colgate-Palmolive (CP) is a global leader in household and personal care products‚ with over $6.06 billion in sales and a gross profit of $2.76 billion. CP’s five-year plan emphasizes new product launches and entry into new geographic markets and a continuing focus on core consumer products. Although international sales remained CP’s strong suit‚ accounting for 64% of sales and 67% of profits in 1991‚ the company faced tough competition
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number one gourmet coffee retailer. They continue to document increased revenue annually and maintain a majority share of the gourmet coffee market. Strengths Weaknesses Product diversification Customer loyalty High visibility Self-cannibalization Price US market reliance Problems in some international operations Opportunities Threats Expansion into retail operations Technological advances Expand globally Brand extension Product distribution Competition Prices of coffee
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Nectar: Making Loyalty Pay Case Study Background and Problem Definition Sainsbury’s is a medium-sized UK supermarket and gas station chain. It is also the largest participant of Nectar‚ UK’s most extensive rewards program. When Justin King took over as Sainsbury’s CEO in 2004‚ he was faced with the decision of whether Sainsbury’s participation in the Nectar loyalty program was worth its annual $120‚000‚000+ budget. King came over from ASDA‚ Sainsbury’s lower-cost competitor‚ where there was
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Position Statement: Paramount Health and Beauty wants to launch a new razor into the market currently referred to as “Clean Edge.” The project team recommends that the company should position the product as a distinct mainstream product‚ dubbing it “Clean Edge by Paramount” in order to produce growth in sales from new product innovation. The importance of placing the product in a mainstream position is to successfully launch an innovative product creating more market share for Paramount and for
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1.0 INTRODUCTION The Sealed Air corporation is committed to market leadership through technological innovation. Ten years ago‚ the company was first to market with a highly successful coated air-bubble packaging protection product‚ AirCap. However‚ market trends indicate a rapid displacement of coated bubble by a technologically inferior yet inexpensive uncoated product. Burgeoning demand for uncoated bubble poses a direct threat to the long-term viability of the technologically superior‚ premium
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CAPITAL BUDGETING ANALYSIS To achieve success over time‚ a firm’s managers must identify and invest in projects that provide positive net present values to maximize shareholder wealth. Capital Budgeting Is the process of identifying‚ evaluating‚ and implementing a firms investment opportunities. Involves long-term projects Requires large initial investment Constructing plant and equipment Time frame maybe as short as a year or as long as twenty to thirty years The profitability of a firm
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MARKETING MANAGEMENT FINANCIAL ANALYSIS QUESTIONS Please prepare each question. Members of the class will be called at random to present their answers. 1. Executives of Studio Recordings‚ Inc.‚ produced the latest compact disc by the Starshine Sisters Band‚ titled Sunshine/Moonshine. The following cost information pertains to the new CD: CD package and disc (direct material and labor) $1.25/CD Songwriters’ royalties’ $0.35/CD Recordings artists’ royalties’ $1.00/CD Advertising
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Case study: Clean Edge Razor- Splitting Hairs in product positioning 2/12/2013 Group 5 * Radhika Nadkarni * Rishi Ranjan * Sujoy Chakrabortty * Sumanta Chatterjee * Suresh Panigrahi * Problem Statement: ‘Paramount Health and Beauty ‘ Company is launching a new non-disposable razor‚ Clean Edge that boasts about superior performance by utilizing a vibrating technology that stimulates hair follicles and lifts the hair from the skin allowing a thorough shave. This
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MKTG 4860 - MARKETING STRATEGY (Spring 2015) - Dr. Alhassan G. Mumuni EXAM 1 STUDY GUIDE NOTES: The exam will consist of about 40 or 50 multiple choice questions. The exam material is Chapters 1-4; chapter 5 has been moved to the next exam Chapter 1 1. Know the roles and responsibilities of a CMO and how they differ from those of a traditional marketing manager a. CMO – Chief marketing officer – Implement and manage marketing budget‚ reduce costs‚ prepare the overall marketing strategy‚ increase
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