29 Jun MARKETING 110 CASE 1 – You are the manufacturers
Question
CASE 1: You are the manufacturers of shampoo. You have identified 3 target markets that you believe could
be served better than the competition.
a) Salons – high income clientele who don’t mind paying a lot for soft, silky hair,
and color protection
b) Children – specific needs for a fun product which doesn’t sting their eyes or
taste bad. Parents are looking for economy.
c) Men – very interested in looking good and smelling good to attract women
1. For each market, develop a product strategy including all the things you
need to consider under this strategy.
2. Then, develop a different channel strategy for each product line and list all
the decisions you will need to make related to Place strategy (i.e. intensity of
distribution, channel type, type of intermediary, transportation, logistics,
warehousing, etc.)
3. Lastly, develop a list of pricing strategies you would use for each product in
the line and explain them.
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