I. Problem Definition Colgate-Palmolive (Colgate) needs to determine how Precision should be positioned in the tooth brush market. Colgate must decide what segment of the market to target and how Precision should be marketed to its target market. II. Solution Possibilities Colgate’s objective is to position and market Precision to fully utilize the products potential. To accomplish this objective‚ Colgate must determine what segment Precision should target‚ the super premium niche or the
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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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1- What is Chris considering doing and what factors will he have to align to be successful? With Mountain Man Beer Company (MMBC) experiencing recent declining sales for the first time in its history representing a 2% loss in revenue the previous year and prospect of continuous decline‚ Chris is considering launching Mountain Man Light Beer as a brand extension aligned with changes in beer drinkers’ preferences‚ seeking to maximize market coverage while minimizing brand overlap and at same time
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Memorandum Date: February 26‚ 2010 Re: Introduction of new package for Skin-Tique’s Soft and Silky Shaving Gel The industry for women’s shaving creams and gels is small and new. The purchasing of women’s shaving products varies by season. The peak season is summer‚ while sales decline in the winter. Competition is strong‚ but Skin-Tique has a strong presence. The women’s wet shaving products industry‚ as a whole‚ is rapidly growing and increasing in technological advancement. The wet shaving
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Assignment 1: Procter & Gamble Company (A) Case Analysis (Submitted in fulfillment of the assignments for Marketing Management) Indian Institute of Foreign Trade‚ Delhi Table of Contents Assignment ..................................................................................4 Executive Summary .....................................................................4 2.Analysis ......................................................................................6 Recommendations ......
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QUESTION 1 Using the “DECIDE” Formula‚ analyze the above case. STEP 1 : DEFINE THE PROBLEM This case is about the Frito-Lay Inc.‚ which is the manufacturer and marketer of a snack chips in United States. They produce snacks such as band potato crisp‚ brand onion flavored snacks‚ and brand fried pork skins‚ dips‚ nuts‚ peanut butter crackers‚ popcorn and also cookies. Frito-Lay had developed their new healthy product named Sun Chips Multigrain Snacks. The problem of this case is whether Frito-Lay
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-Direct Expenses1 -Indirect Expenses2 =Marketing Margin Change from promotion-Marketing Margin Change from promotion of other products Note: 1. Direct Expenses include Promotional Allowance‚ COGS and Distribution. 2. Indirect Expenses refer to Cannibalization Cost 2. Data. We use past sales and expenses data (Exhibit 1&4) to estimate the marketing margin from promotion for D32‚ D16 and
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Victoria Chemicals: The Merseyside Project Executive Summary Victoria Chemicals is facing pressures from investors to improve its financial performances. The plant manager is currently considering whether to accept a GBP 12million initial outlay project to renovate its polypropylene production line at Merseyside plant. The benefit of the plant is the lower energy requirement of production and a greater manufacturing capacity. This report consist a recommendation for the plant manager which consists
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a personal computing solution for consumers and businesses. Unlike competitors Acer offers alternate brands for different customer segments rather than one brand with many variables. This allows Acer to maintain margin for each brand without cannibalization. Most brands within the PC industry offer one brand. However‚ as demonstrated in the strategic group map (see side panel) out of the top 5 brands only Acer offers different brands for different segments. While Acer takes a middle ground in terms
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risks of cannibalization‚ loss of sales following reconstruction of Merseyside and the purchase of rolling stock in 2010. Analysis Summary: The Merseyside Project met Victoria Chemicals’ internal criteria for consideration of projects despite the introduction of potential risks into the analysis of the projection (Exhibit 1). The NPV was GBP 9.24 million with an IRR of 20.2%. The payback period is 5.5 years and the average annual addition to EPS was minimal but positive. The cannibalization of sales
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