10-24-2011, 08:35 PM
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The Case:
Cool & Care, a well established consumer care company dealing in a huge array of products ranging from food to pharmaceutical to personal care. It has recently entered into another category of laundry cleaning products with a premium brand of detergents which is a huge success. Now it wants to target a new detergent brand on the lower income group. It can go in this market segment by using any of the two ways; it can introduce a totally new brand targeting the pockets having lower income or it may takeover a competitor’s detergent brand catering to the needs of lower income segment. The competitor’s brand is in the growth stage and generating reasonable demand in the segment but due to financial constraints, it is not being able to spend on the promotional tools as much as is required at this stage. It is presenting you an opportunity to takeover a good running brand instead of launching/designing a new one from scratch.
Requirement:
Assume yourself as a brand manager, what would be your decision? Present suitable reasoning to support your decision in each case.
The Case:
Cool & Care, a well established consumer care company dealing in a huge array of products ranging from food to pharmaceutical to personal care. It has recently entered into another category of laundry cleaning products with a premium brand of detergents which is a huge success. Now it wants to target a new detergent brand on the lower income group. It can go in this market segment by using any of the two ways; it can introduce a totally new brand targeting the pockets having lower income or it may takeover a competitor’s detergent brand catering to the needs of lower income segment. The competitor’s brand is in the growth stage and generating reasonable demand in the segment but due to financial constraints, it is not being able to spend on the promotional tools as much as is required at this stage. It is presenting you an opportunity to takeover a good running brand instead of launching/designing a new one from scratch.
Requirement:
Assume yourself as a brand manager, what would be your decision? Present suitable reasoning to support your decision in each case.
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