Marketing Situation #5 -

Wolves at the Door

  • Most difficult situation analysis!

  • Negative momentum has to be reversed through aggressive innovation -
    RPQ1s with a difference - and changing perceptions of Brand Equity

  • Requires a complete overhaul of Brand Equity...
    • Alter Advertising Message
    • Change Distribution System
    • WOW Installed Base of End Users

  • Increase Product Value ratings through...
    Consumer Pull tactics (excite consumers) and lowering Relative Price
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