profit gain. B. - Assess the category’s unit and dollar volume growth rates over the past two years‚ both by retail trade channel and on a national basis. C. - Determine the market shares for brands in the category and identify any areas ripe for cannibalization. Specifically‚ Gellish recommended that partners aggregate UPCs by vendor to gauge impact. For instance‚ the top brand could be from a small vendor‚ while the next four brands could be from a megacorporation. D. - Be aware of which products are
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that have been doing poorly and makes strategies to either improve it or close its operations. Having an idle brand will add on as a burden to the company. . Do not have too many brands for the same product category since it will lead to cannibalization. . Innovation is the key. Identify new customer needs like anti aging products and bring in products that suit the customers better. . Focus more on
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Case Analysis Mountain Man Brewing Company Problem Definition Mountain Man Brewing Company (MMBC) has enjoyed being in top position in premium beer segment for the past fifty years and are now facing a 2% decline in revenue whilst a change in leadership infuses new energy to bring a change in their product line. Chris Prangel‚ son of the retired president and owner of MMBC faces the challenge of successfully implementing a marketing strategy to introduce a ‘light’ beer; in a growing
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MBA 560 – Marketing Principles Case Analysis Pepcid AC Racing to the OTC Market The managers at Johnson & Johnson/Merck Consumer Pharmaceuticals Co. (JJM) have two options regarding their newest over-the-counter (OTC) drug Pepcid AC. The first option would be to pursue both claims of treatment and prevention‚ which would help differentiate their drug from other competitors OTC drugs that are also pending FDA approval. The first option could require up to 9 months of additional studies
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Zack von Schneidau 10/09/2013 Mktg_495 Case study: Proctor and Gamble Inc.: Scope 1. Problem Definition Canada held scope as one of the highest market leaders and today shares the greatest market share. Scope was able to capture the market in 1990 with positioning itself as a great tasting mouthwash that is refreshing and prevents bad breath. These days a new company is taking over a part of the mouthwash industry except they are focusing on specifically plaque fighting abilities. The new
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segment is to decrease the price of their cheapest detergent‚ Campeiro. Basis for Recommendation: The reason why I believe Unilever should not sell a new laundry detergent target to the lower-income market segment is because of the risk of cannibalization. Currently‚ Unilever has 81% of the market share in Brazil‚ and if they were to introduce a new detergent at a lower price‚ they would be losing sales to themselves. The remaining potential market share in my opinion is not large enough to risk
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technology flop • Slow response to market volatility • Over expansion into differentiated products • Dilution of brand • Market saturation Threats: • • • • Competitor entrance • E.g. Under Armour “I Will” campaign Macroeconomic slowdown Product cannibalization Athlete reputational challenges • Lance Armstrong‚ Tiger Woods‚ A-Rod Section 1: Nick Bazarian‚ Jesse Lampert‚ Jorge Magana‚ Cara McKenna‚ Jan Tomaszewski‚ Karen Zhang Study Group 2 Nike Revenue¹ by Geographic Regions $2‚500 $2‚298
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the directive in the company Diamond Chemicals. Among the purposes of this project is the improvement of product and energy savings by increasing efficiency and lowering costs. However‚ there are some problems such as capital costs‚ marketing cannibalization‚ discount rate used‚ etc. from different departments and divisions. The company needs to take all these factors into account and decide whether to carry out this project. The criteria for analysis include the impact on earnings per share (EPS)
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PROJECT FEASIBILITY COURSE INDIVIDUAL ASSIGNMENT CASE STUDY REPORT You will have to answer 3 independent questions (for a total of 10 points) Last name: First Name: Student ID: Date: _________________________________ _________________________________ _________________________________ _________________________________ 1 CASE STUDY: Clean Edge Razor: New Product Positioning On August 9‚ 2010‚ a group of executives from Paramount Health and Beauty Company (Paramount) sat in a research
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marketing budget‚ which will definitely squeeze the budget of Paramount’s other cash cow products‚ and thus cause the tremendously potential risks on other product’s competitiveness in Moderate and value market. • Secondly‚ after deducting the cannibalization effect‚ the profit come from “Paramount’s new customers” who buy Clean Edge Razor under niche strategy scenario in Year 1& 2 is $30.3 million‚ bigger than $25.6 million under mainstream strategy scenario. In other words‚ although the sales volume
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