BU362 Lecture Notes - Lecture 5: Brand Equity, Commodity Market, Target Market
Document Summary
Brand strategy positioning and marketing mix. Keep inline (cid:449)ith c johnson"s core (cid:448)alues. Women 25-49, primary shopper and have income of ,000. Current financial position: losing business (household penetration has gone down) The power of products inferior to the products with harsh formula. Harder to secure shelf space due to 5 big competitors. Innovative company eco friendly and powerful products. Mature, saturated market commodity market less differentiation. Lysol: strongest competitor (mainly on price), wide distribution globally. Private labels: lowest price, high margin for retailers. Easy-off bam: harsh formula/superior cleaning power/premium price. Mr. clean: high brand awareness, capabilities/resources, premium price. Market penetration: more promotions: push strategy more incentives for retailers, pull strategy more influence on consumers. Product development: modification: stronger product, more scents. ** if resource constraint is not an issue: new product development. ** if resource constraint is a serious issue: market development.
