The Case of the Test Market Toss-up In this case‚ the top management put the new frozen dessert--- Sweet Dream on ice; however‚ the product manager felt it was not a correct decision and tried to persuade the top managers to reconsider. The company of Paradise Foods didn’t realize the threat on LaTreat and the opportunities on Sweet Dream. They didn’t embrace the concept of using analytical marketing research based on computer technologies as the premise of the right decision. The issues are:
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Widespread and consistent ● Knowledge based ● Strong Board ● Strong financial foundation 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
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My recommendation to Marvin Koslow is to follow the first approach of pricing Datril at par with Tylenol ($2.85 retail price‚ $1.69 trade cost)‚ leveraging Bristol-Myers’ brand name‚ and positioning Datril as an analgesic with similar relief effects to the those of the already successful‚ aspirin-based Bufferin and Excedin‚ but more gentle on the stomach‚ and without the side effects of aspirin. By doing so‚ Datril will primarily target aspirin users‚ specifically those from Bufferin’s and Excedin’s
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ACKNOWLEDGMENT : Firstly I thank Almighty ALLAH for endowing me with heatlh patience . I wish to thanks my parents for their contribution and support towards the I am also Thankfull to Sir Hassan Haroon . with out your help and guidence towards course the report would not be completed . I also show my gratitude to my friends and all who contributed in completing the report Assignment : INTRODUCTION : First people who made chocolate were theMayas and the
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sears will represent a significant change in distribution policy and create conflict with franchise dealers • If they accept the proposal‚ should they sell only the Goodyear Eagle brand or multiple Goodyear brand tires through Sears? • Possible cannibalization of company owned Goodyear Auto Service Center and Franchised Goodyear Tire Dealers SWOT Analysis Strengths • Broadest line of tire products of any tire manufacturer. • They are the second largest producer of tires in the world. • Market share
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Citibank is one of the leading banks worldwide. It is now planning to expand its credit card business to Asia Pacific area. There are surely threats in that market‚ but there are also excellent opportunities. In this article I will analyze the Citibank as a brand and will discuss possible solutions to the problems that might occur in the new market. Brand of Citibank: Citibank has already been in banking operation in Asia Pacific and mainly has good relationships with large business houses. Also
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I took into consideration the problem of Aqualisa Quartz shower line and found out how to solve it‚ how to make an enormous problem to become an opportunity instead. This company made a great job with it’s research and creation of product that takes advantage on it’s competitors by giving everything to needs of the customers. But the problem is there is no connection between plumbers and customers. Also sales are affected by bad experience of customers with previous products. So‚ customers don’t
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Page 1 of 8 ANZMAC 2009 Vertical Brand Extensibility: A Conceptual Framework Nicolas Pontes‚ Monash University‚ nicolas.pontes@buseco.monash.edu.au Colin Jevons‚ Monash University‚ colin.jevons@buseco.monash.edu.au Abstract Brand extension have been discussed to a great extent during the past two decades‚ however‚ most of the work has focused horizontal extensions and little attention has been payed to vertical brand extension. To fulfil this imbalance of existing knowledge‚ in this article
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why Coffee Mate has created Natural Bliss‚ which is made up with only four simple ingredients: milk‚ cream‚ sugar and natural flavor. When a company increases the number of products in the brand‚ sometimes it can find itself in a situation of cannibalization (it happens
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diversity is exactly what crushed Apple during the John Scully days. Cannibalization (CI#2): Through January 2005‚ Apple has opened 102 retail stores. Although these launches are potentially beneficial‚ Apple stores are hurting the resellers ’ business and not all of them will survive. Considering that the company ’s resellers still account for more than 50% of its domestic sales‚ the company is facing the risk of cannibalization and might deeply suffer. High Cash (CI#3): Why is Apple holding so
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