Marketing Strategy for Oral Hygine Product

Only available on StudyMode
  • Download(s) : 213
  • Published : December 26, 2010
Open Document
Text Preview
Marketing Strategy
MKT306 Assignment

July 2010 University of Sunderland, UK Joey Kwan Lay Kuan Student ID: 089111572

Table of Content
Assignment Questions 1

Abbreviations Report 1.0 Executive Summary

2 3 4

2.0 Terms of Reference 3.0 Corporate Objective 4.0 Situational Analysis 4.1 Industry Analysis 4.2 SWOT Analysis 4.3 Competitive Advantage and Core Competencies 5.0 Recommendations 5.1 Segmentation Targeting and Positioning 5.2 Marketing Objectives and Goals 5.3 Marketing Strategies and Programmes 5.3.1 Product 5.3.2 Pricing 5.3.3 Place 5.3.4 Promotion 6.0 Conclusion Reference Appendix

5 7 8 9 11 12 14 15 19 20 21 22 23 25 33 34 41

MKT306 Marketing Strategy

Assignment Questions
This is an individual assignment as a single report in two parts. 1. Investigation and analysis Choose an individual brand or product line from either the producer and/or brand owner, who are involved in the marketing of an oral hygiene product or products. Investigate and evaluate their marketing strategy using contemporary marketing tools and techniques however this may be illuminated using examples from other companies /organisations. You can demonstrate the effectiveness of the reported policies for the chosen company by giving performance data against competitors in the market (e.g. market share, sales, profitability, etc.).

2. Recommendations Your remit is to put forward your own suggestions covering changes in marketing strategy that will improve the future performance of the brand /product /product line for the benefit of the parent company and its stakeholders. marketing methods and techniques. These suggestions should be your own ideas but may include marketing tactics and strategies used by other successful organisations but in different industry sectors. will put these suggestions, forward in a written report. You Justify your choices again using contemporary

Student: Joey Kwan Lay Kuan

Student ID: 089111572

Page 1

MKT306 Marketing Strategy

Abbreviations
J&J R&D : : Johnson & Johnson Research & Development

Student: Joey Kwan Lay Kuan

Student ID: 089111572

Page 2

MKT306 Marketing Strategy

Report
To: From: Date: Reference: Subject: Management of J&J Ms Joey Kwan Lay Kuan 2nd July 2010 MKT306 Marketing Strategy Marketing Strategy for Listerine Children's Mouthwash

This report outlines the current market evaluation, as well as the marketing strategy proposed to successfully achieve J&J’s objective of market development to achieve first year Singapore market share 30 percent with sales revenue of SGD9million, followed by 50 percent market share for subsequent 3 years, which amounts SGD15million per annual.

Student: Joey Kwan Lay Kuan

Student ID: 089111572

Page 3

MKT306 Marketing Strategy

1.0 Executive Summary
This academic report will examine the marketing strategy which J&J will engage to launch the Listerine brand children mouthwash product in Singapore market. Despite the weak product awareness of children series mouthwash and fierce rivalry from competitors of adult market, J&J can compete because Listerine Smart Rinse offers a unique combination of features at a value-added price. We are targeting specific segments in the consumer market, taking advantage of opportunities indicated by increasing purchasing power and awareness of healthy lifestyle, which includes oral care hygiene. The primary marketing objective is to achieve first year Singapore market share 30 percent with sales revenue of SGD9million, followed by 50 percent market share for subsequent 3 years, which amounts SGD15million per annual.

Student: Joey Kwan Lay Kuan

Student ID: 089111572

Page 4

MKT306 Marketing Strategy

2.0 Terms of Reference
2.1 Johnson & Johnson (J&J)
J&J is a global American pharmaceutical, medical devices and consumer packaged goods manufacturer founded in 1886. The highly respected and reputable company employs approximately 114,000 staff who are...
tracking img