Chapter 4 TUTORIAL FOR POSITIONING ANALYSIS Concept There are three broad concepts associated with this tutorial: Differentiation‚ Positioning‚ and Mapping. Differentiation is the creation of tangible or intangible differences on one or two key dimensions between a focal product and its main competitors. Positioning refers to the set of strategies organizations develop and implement to ensure that these differences occupy a distinct and important position in the minds of customers. Thus‚ Kentucky
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Individual Case Assignment #2 Sangshin Jung (207975691) SGMT 3000 Section R Prof. Stan Xiao Li March 5‚ 2013 Dear Mr. Kilt‚ With a careful analysis‚ I would like to give you few recommendations and implement action plan for you to turnaround Duracell division of your company. I would like to start with some market analysis recommendation. Based on the analysis‚ the battery market is very saturated and highly competitive. The profit margin decline year by year and it is not likely the market
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recently Duracell. Prior to this acquisition‚ the Duracell Corporation had been the leading producer of alkaline batteries in the United States and maintained consistent growth in revenues from 1991-1996. Since their purchase of Duracell‚ their stock price has fallen 45% to a low of $34. The issue for Gillette is to determine if they can promote the profitable growth of their acquisition. Decision Criteria The main criteria that will be used to evaluate the key issues Duracell is currently
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[Type the author name] 2010 Duracell Battery Marketing Plan 2010 Proctor & Gamble 14 Research Drive Berkshire Corporate Park Bethel‚ CT 06801 203-791-3013 800-544-5454 Executive Summary Duracell is a member of the Gillette Company and owned by Proctor & Gamble. It is the alkaline battery market leader holding approximately 50 percent of the United States market share. Duracell has been forces to realign its prices in order to stay competitive with competitors who have introduced
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Positioning with Perceptual Mapping Software Today’s Agenda 1. Positioning & Perception Review 2. Perceptual Map i. ii. Interpretation Techniques and Software i. Attribute-based ii. Similarity-based Positioning อ. ภัทรพร สกุลคู 3. Conjoint Analysis Software for Preference Analysis 4. Software Demonstration 1 2 Marketing Review 3 C’s Positions in the mind ตัวอยาง Company Customer วิจัยตลาด Competitor หางสรรพสินคาหรู เบียรไทย ดืมแลวรูสึก ่ ภาคภูมิใจ The
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 Duracell is a member of the Gillette Co. and is the alkaline battery market leader holding approximately 50 percent of the U.S. market share. Duracell has been forced to realign its prices in order to stay competitive with competitors who have introduced lower-cost brands. New advances in technology calls for the latest devices to be smaller‚ lighter‚ and more portable. Additionally‚ this new technology is placing increased demand for a stronger power supply and that is why Duracell has launched
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Duracell’s performance has been decreasing over the past four years‚ and then recommend some strategic actions Gillette should take to turn Duracell around. This report will begin by providing a brief introduction on the acquisition of Duracell by Gillette‚ followed by the reasons it lacked success‚ and finally end with the proposed recommendations for Duracell. Currently‚ Gillette’s operating segments include personal grooming‚ small appliances‚ and oral care products‚ and the portable power segment
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POSITIONING Positioning the process of designing an image and value so that consumers with the target segment understand what the company or brand stands for in relation to its competitors. It also refers to the place an offering occupies in consumers minds on important attributes related to competitive offerings. Positioning is not actually something that is done to product; rather it is something that is done to minds of consumers by marketers. It relates to now consumers perceive the product
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Introduction Duracell is a member of the Gillette Company owned by Proctor & Gamble and is the alkaline battery market leader holding approximately 50 percent of the U.S. market share. Gillette’s overall goal focuses on the skillful marketing of superior technology to achieve worldwide leadership. The Duracell name means reliability to consumers and that is why their products are trusted by customers every day. They use the most advanced technologies to ensure that the power is there when the
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Urtima AB Main method of investigation should be online questionnaire. Arguments to choose this type of survey: * Quick way to get results * Cheap * Easy to analyze * Various options of visual aids (e.g. diagrams‚ charts) can be done automatically * Best way for high response rate‚ especially if possibility to win free gift is offered to the respondents who will fill out the questionnaire (e.g. offer them to win X1 Fitness or other sports accessory) Also personal interviews
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