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Essay / Research Paper Abstract
A 5 page paper analyzing a marketing case for Guard soap, a highly fragranced deodorant soap performing inconsistently across Canada’s provinces. The product manager seeks to increase promotion efforts in those areas where the product is not performing as hoped; the group product manager believes the company should evenly allocate its marketing funds regardless of business results. The purpose here is to identify and assess some of the alternatives available to the company. Bibliography lists 3 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KSmktgSoapCan.rtf
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Unformatted sample text from the term paper:
is a highly fragranced deodorant soap performing inconsistently across Canadas provinces. The product manager seeks to increase promotion efforts in those areas where the product is not performing as
hoped; the group product manager believes the company should evenly allocate its marketing funds regardless of business results. The purpose here is to identify and assess some of the
alternatives available to the company. The Problem Guards product and group product managers need to arrive at the most effective allocation of marketing
funds available for promoting the product. They disagree on how that allocation should be made. Available Alternatives Alans Approach Guards product manager
anticipates having about $800,000 available as Guards total marketing budget. During the previous year, 36 percent of the total budget was spent in the Ontario market, where Guard has
performed rather disappointingly. Alan proposes increasing promotional spending in Ontario to 48 percent of the total marketing budget, gaining the extra 12 percent over the previous year from evenly
decreasing promotional expenses in other markets. Wendys Approach The group product manager vehemently disagrees with Alans assessment of how the company should distribute
Guards marketing budget. She feels that spending should be "proportional to the brands sales by region rather than to regional population" (Aronchick, year; p. 741) as funds have been
allocated in the past. Wendy believes that the company should spend where its business already exists, rather than merely joining the hordes clamoring for Ontarios consumers attention.
Wendy also supports conducting a trial in a more rural section of Ontario. She believes that the company should practice incremental marketing spending in
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