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Essay / Research Paper Abstract
A 5 page marketing plan for a line of hair care products. Timotei is a brand of hair care products centered in the Netherlands but gradually expanding into other European markets. The brand has declined slightly over the past year, and marketers are searching for another, more successful method of promoting Timotei products to consumers. Bibliography lists 1 source.
Page Count:
5 pages (~225 words per page)
File: CC6_KSmktgPlTimo.rtf
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Unformatted sample text from the term paper:
a brand of hair care products centered in the Netherlands but gradually expanding into other European markets. The brand has declined slightly over the past year, and marketers are
searching for another, more successful method of promoting Timotei products to consumers. Current Situation Several Unilever brands have been transferred to a new
company formed to market these brands, of which Timotei shampoo is one. The company, Elida Gibbs, is responsible for all marketing activities for the Timotei brand.
Unilever maintains a traditional view of the personal product concept. This perspective holds that "revenue or turnover (units x price) is more important than sales
(units only). Historically, Lever has mainly concentrated on unit sales" (Parsons, 1990; p. 690). Results in sales of Timotei have been mixed, however, and the company now needs
to reassess its approach to marketing the brand. There has been some print and broadcast advertising of Timotei in the past year, but
only a marginal amount. Some such advertising is necessary to preserve product and brand recall among consumers, as evidenced by the decline of one of Timoteis competing products, which
has lost market share without making any changes aside from the package that consumers no longer recognize as being their old and perhaps favorite brand. Business Environment
Overall, the cosmetics market in which Timotei is active is a growing one. Sales in both units and revenue continued to increase during the years
of 1987 and 1988, while distribution levels remained largely constant (Parsons, 1990). Some brands made slight gains in market share while others experienced slight losses, but overall, the environment
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