segments Brands: Colgate‚ Palmolive‚ Speed Stick‚ Ajax‚ Hills Science Diet Consistent unit volume‚ revenue and gross margin growth. Focus on high margin core businesses. Case Facts: Colgate Max Fresh Colgate Max Fresh (CMF) launched in 2004 Less cannibalization than expected More trading up than expected USA China Mexico May 2005 launch recommended Effective launch plan vs. speed to market seen as more critical. August 2005 launch recommended Addressing communication challenges is key (naming‚ breath
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Aqualisa Quartz: Case Study 1. What is the Quartz value proposition to plumbers? What is Aqualisa Quartz value proposition to consumers? The value proposition of Aqualisa Quartz to plumbers is that it is easy to install; it is more profitable because they are able to do more installations. Because the installation process is less complicated‚ it takes less time to install (only half a day compared to 2 days previously). This gives plumbers the opportunity to install more units and capture
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1. Evaluate the attractiveness of the light beer segment for Mountain Man Brewing Company using the three targeting criteria we discussed in class. The three targeting criteria for points of parity and differentiating are Potential‚ fit and defensibility. Potential means the firm’s ability to tap into market; Fit means the match between the market and the firm’s capabilities. And defensibility means how well company can define its position. Potential: Overall‚ the light beer segment has tremendous
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CHAPTER 12: CASH FLOW ESTIMATION AND RISK ANALYSIS 1. Because of improvements in forecasting techniques‚ estimating the cash flows associated with a project has become the easiest step in the capital budgeting process. a. True b. False ANSWER: False 2. Estimating project cash flows is generally the most important‚ but also the most difficult‚ step in the capital budgeting process. Methodology‚ such as the use of NPV versus IRR‚ is important‚ but less so than obtaining a reasonably accurate estimate
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however faced the following challenges: * Previous product failure due to premature market * Strong competition and competitors too quick to respond to new product‚ while more testing is giving competitors an opportunity to retaliate * Cannibalization Frito Lay is trying to launch a new product‚ Sun Chips Multigrain Snack; a healthier alternative. The products pricing would be the same as that of Doritos and distributed in the existing channels. The product would be promoted through coupons
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BMKT 6311: MARKETING MANAGEMENT FALL 2011 – MINI TERM II EXAM STUDY GUIDE The exam will be a traditional in-class closed-book/closed-notes exam that will test your knowledge and understanding of basic concepts from The Marketing Game! as well as the application of the Principles of Catholic Social Teaching to an ethical situation(s) in marketing. At the end of the exam‚ there may be some extra credit questions pertaining to The Marketing Game! and/or other topics (e.g.‚ recent business articles
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base loyalty Product is the last socially accepted addiction Widespread and consistent Knowledge based Weaknesses Size Lack of internal focus (too much focus on expansion) Ever increasing number of competitors in a growing market Self cannibalization Cross functional management Product pricing (expensive) Opportunities Expansion into retail operations Technological advances New distribution channels (delivery) New products Distribution agreements Brand extension Emerging international
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Unilever in brazil — Document Transcript * 1. This case deals with Unilever home care division and in specific the detergent brands in the two major regions in Brazil :The North East and the South East .Major differences exist between these two regions in terms of wealth‚ culture and needs that influence the performances andsales of Unilever detergent brands available in the Brazilian market.We will explain in a little introduction Unilever the company‚ its competitor and its performances
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response to this new competition. The company is faced with a difficult choice of choosing from a range of feasible options ranging from doing nothing to introducing a new product. This has raised product line management issues‚ particularly cannibalization‚ and affords the opportunity for the development of a marketing plan for any new product introduction. The timing of launch and any change in policies for Air Cap cushioning and Sealed Air’s other products also needed to be communicated. 2. What
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Rhetorical Analysis In the satirical‚ thought provoking pamphlet‚ “A Modest Proposal” by Jonathan Swift‚ the Anglo-Irish author addresses the issue of rampant‚ prolonged poverty in 1700’s Ireland. Swift paints us a picture of his everyday view‚ the sight of impoverished citizens begging in the streets‚ pleading for money to feed their hungry families. With no obvious solution to the problem‚ Swift jokingly proposes a cheap‚ easy method that rich and poor can partake in- simply feed the peasant
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