Catherine McCauley
Professor Kim
Case Analysis 2
November 25, 2017
Lever, Ltd.
Sung Wu, the project manager for guard recently got transferred to Lever, Ltd, the Canadian sector of Lever Group, Inc. He is hoping to create a remarkable impression so that he will be transferred to the London office of Lever. For Sung to be transferred to London, he is working on creating and getting approval for the marketing plan for the following year. The plan will include, reviews from the brands performance from the previous year, marketing strategies for the following year, and the brand’s sales objective and requirements for advertising and promotion budget. Sung created tables that list the overdevelopment and underdevelopment of the deodorant bar, specifically …show more content…
The awareness of the brand throughout Canada is very different. The consumers are aware of the high fragrance level, so for those who like that, it is the main selling point of the product. There is a high percentage of those customers who like Guard, with 70% of them rebuying the product. Guard does not have an aggressive enough tactic in promotion and pricing to keep up with the competition in Ontario. The current budget for advertising/sale promotion is about 20% of sales for Guard. The company needs to conduct some market research and identify the preferences of the target market before they develop the marketing plan. This should provide the customer with a highlight of the product to gain more customers. (Perreault, Cannon, & McCarthy, 2014 pg 640) The customer preferences may vary according to their culture. It is important to understand the different preferences of consumers. Sung Wu and Sierra King need to focus on finding threats and opportunities for the brand, prepare marketing strategies, set an advertising and promotional budget and set a sales …show more content…
If the profits rise and there are higher sales for the bar soap, this would justify raising the promotion budget for Ontario. (Perreault, Cannon, & McCarthy, 2014 pg 640) Sung Wu and Sierra King should conduct the investment-spending market test, as they will come across the problems being faced by the organization. Once the problems are made known, then Sung and King can make the invest plan accordingly. If investment-spending market test fails, they can allocate the funds to different promotions of the products, allowing the company to stay in business. (Perreault, Cannon, & McCarthy, 2014 pg
Professor Kim
Case Analysis 2
November 25, 2017
Lever, Ltd.
Sung Wu, the project manager for guard recently got transferred to Lever, Ltd, the Canadian sector of Lever Group, Inc. He is hoping to create a remarkable impression so that he will be transferred to the London office of Lever. For Sung to be transferred to London, he is working on creating and getting approval for the marketing plan for the following year. The plan will include, reviews from the brands performance from the previous year, marketing strategies for the following year, and the brand’s sales objective and requirements for advertising and promotion budget. Sung created tables that list the overdevelopment and underdevelopment of the deodorant bar, specifically …show more content…
The awareness of the brand throughout Canada is very different. The consumers are aware of the high fragrance level, so for those who like that, it is the main selling point of the product. There is a high percentage of those customers who like Guard, with 70% of them rebuying the product. Guard does not have an aggressive enough tactic in promotion and pricing to keep up with the competition in Ontario. The current budget for advertising/sale promotion is about 20% of sales for Guard. The company needs to conduct some market research and identify the preferences of the target market before they develop the marketing plan. This should provide the customer with a highlight of the product to gain more customers. (Perreault, Cannon, & McCarthy, 2014 pg 640) The customer preferences may vary according to their culture. It is important to understand the different preferences of consumers. Sung Wu and Sierra King need to focus on finding threats and opportunities for the brand, prepare marketing strategies, set an advertising and promotional budget and set a sales …show more content…
If the profits rise and there are higher sales for the bar soap, this would justify raising the promotion budget for Ontario. (Perreault, Cannon, & McCarthy, 2014 pg 640) Sung Wu and Sierra King should conduct the investment-spending market test, as they will come across the problems being faced by the organization. Once the problems are made known, then Sung and King can make the invest plan accordingly. If investment-spending market test fails, they can allocate the funds to different promotions of the products, allowing the company to stay in business. (Perreault, Cannon, & McCarthy, 2014 pg