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Sunlight Laundry Detergent
內容大綱
The brand manager for Sunlight Powder laundry detergent, must decide how to respond to the introduction by Loblaws' of a new green laundry detergent product. He is considering several alternatives, and must carefully consider the pros and cons associated with each approach, as well as the economic impact on his company's sales and the effect of increased consumer awareness of environmental issues. This case may be used to introduce positioning decisions, in a product policy module, or in a marketing strategy module.
學習目標
<ul><li>To demonstrate or reinforce the concept of positioning and the pervasive effect it has on target market selection and marketing strategy formulation.</li><li>To highlight the pluses and minuses associated with the repositioning of an existing brand.</li><li>To emphasize the risks and opportunities associated with environmental marketing, and to suggest a series of steps towards developing an environmental strategy.</li></ul>This case can be used in introductory marketing courses at both the undergraduate and MBA levels.