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Al believes the primary function of a marketing organization is to position the brand.
He also believes that Marketing is 90% strategy and 10% execution unlike Jack Welch who said “You pick a general direction and implement like hell.”
Improving product and cost cutting can not be marketing strategy. They are everyday business practice.
To enter a new category, new brand is a better solution instead of Line extension.
With right product, right name, the right target audience, the right position and right timing, most marketing program bound to work.