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Boroline is a heritage Indian brand with a steady market but is considered a ‘traditional’ product. The skin cream market has seen lot of innovation and Boroline has lost its pre-eminent position in its category as newer brands and product types have fragmented the market into differential use types for different creams.
You have to conduct secondary search of data and a couple of focus group interviews (or a small sample survey via email) on the basis of which you define a target segment (or segments – either existing or new) and suggest a new (integrated) marketing communication strategy (including the brand positioning whether existing or a new one that you propose), which you think will suitably help the brand compete with the newer brands and categories.
Your findings you have to present in the form of report. Power-point presentations are NOT acceptable. The word limit is 3000 words.
Provide the rationale for your choice of (new) target segments with respect to the demographic; psychographic; benefit sought or behavioral determinants of segmentation. Validate this by the findings from secondary data and focus group/survey that you have conducted.
Concentrate on Advertising; Sales Promotion and Public Relation within your marcom-mix.
You are advising the stakeholders of a small firm that is one of a handful of manufacturers of disposable contact lenses, wetting solution, and other products related to eye care. What would you say to these stakeholders?
When an organization is in crisis, who should communicate the bad news and how should the news be delivered? Provide an example of a message delivery causing additional crises within an organization.
The accounts receivable department at M. B. Manufacturing has been having difficulty in getting customers to pay the full amount of their bills. Many customers complain that the bills are not correct and do not reflect the materials that arrived at t..
Periodic inventory system processes include taking a physical inventory count and adjusting the accounting records to this physical count. On the other hand, a perpetual inventory system continuously keeps track of the physical inventory count, along..
Consider a traditional manufacturing company that wants to build a social business strategy. What might be a reasonable business strategy and how would organization and IS strategy need to change? How would this differ from a restaurant chain?
An assembly line with 11 tasks is to be balanced. The longest task is 2.7 minutes, the shortest task is 0.4 minutes, and the sum of the task times is 18 minutes. The line will operate for 800 minutes per day.
Adaptive leaders
Suppose which Always Rain Irrigation's marketing department will undertake an intense ad campaign for the bronze sprinklers which are more expensive however also more durable than the plastic ones. Forecast demand for the next four years.
You have been tasked to coordinate a multi-national meeting for your company, Turbine Energy International, with business entities from South Korea and Greece. The purpose of the meeting is to explore creating a partnership with the other two compani..
Propose how the effective use of project management software can help an organisation manage its projects throughout each stage of the project life cycle.
Custom Computers, Inc. assembles custom home computer systems. The heat sinks needed are bought for $12 each. Annual demand is 5,000 heat sinks, the annual inventory holding cost rate is $4 per unit, and the cost to place an order is estimated to be ..
Like power, the term politics in organizations may conjure up a few negative images. However, organizational politics is not necessarily negative. Rather it is the use of power and influence in organizations. How do organizations encourage political ..
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