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Chesebrough - Ponds
Chesebrough - Ponds
Chesebrough - Ponds
Questions
1. What are strengths and weaknesses of VPJ market position?
2. What consumer behavior issues should Porter consider?
3. Compare the nature and role of advt. and trade promotion?
4. How can Porter achieve 1978 profit target?
5. Should the strategy and mix of trade and media promotion altered?
What are your recommendations?
Chesebrough - Ponds
Personal
Baby
Household
VPJ Usage Segmentation
MASS Merc
Drug Stores Grocery Stores
Discount Stores
Brand Sensitivity
Price Sensitivity
Heavy/Light Users
VPJ Consumer Decision Making Process
Problem/Need
Identification
HIGH LOW
TOTAL
MARKETING HIGH AGGRESSIVE WASTEFUL?
EXPENDITURE
IMPLEMETABLE
LOW DEFENSIVE
?
Comparison of Six Types of Consumer Promotion
PRICE/QTY
SAMPLES COUPONS REFUNDS PREMIUMS
PROMOTIONS
MOSTLY
IMMEDIATE OR DELAYED MOSTLY MOSTLY MOSTLY
IMMEDIATE IMMEDIAT
VALUE TO CONSUMER IMMEDIATE DELAYED DELAYED
E
ECONOMIC OR THEMATIC
ECONOMIC ECONOMIC ECONOMIC THEMATIC THEMATIC
APPEAL
EXISTING OR NEW USER
NEW NEW NEW EXISTING EXISTING
FOCUS
COST HIGH HIGH LOW LOW LOW
Marketing Expenditure Planning Chart
PRICE
ADVERTISING
CONSUMER PROMOTION
TRADE PROMOTION
TOTAL MKTG
EXPENDITURE
Schedule of Advt. and Promotion Events
PROMOTION EVENT
CP/TP CP CP/TP TP
ADVERTISING
BUDGET
SCHEDULE
J F M A M J J A S O N D