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Marketing Management
Marketing Management
Marketing Management
Management 1
By Group 6
Dilemma
● French Success
○ #1 brand in France
○ Great publicity within the organization
● Marketing Strategy
○ T.V. commercials
○ Promotional campaign (May-Oct,1986)
Crux - Contd.
● Ambitious Targets
○ 4.5% of market share targeted for 1986
○ 100% distribution among retailers
○ Target current segment leader Dove
● Results
○ Sales started with a bang
○ Eventually started missing targets
○ Market share figure way below target
Learning Objectives
Reasons of failure:
● Inappropriate target sampling
○ Surveys showed misleading results
○ Surveys planned for Quebec(French Influence), but carried out
in Toronto(British Influence)