Now with a “simple turn of the label” your customer can learn the benefits of your product and the reasons for purchasing. With SpinLabel you will transform static and crowded labels into dynamic and flexible marketing platforms – in the hands of consumers.
Colgate launched the Precision toothbrush to enter the premium toothbrush market. It faced competition from other brands. The case study analyzed how to position, brand, and promote Precision. It considered niche vs mainstream marketing and the impact on Colgate's other products. Test markets helped determine the best name, price, and advertising strategies. Precision was positioned as a premium product and priced competitively to leverage Colgate's distribution while avoiding cannibalizing other Colgate toothbrush sales.
Colgate Palmolive is developing a new precision toothbrush to address the competitive toothbrush market. It identified several strengths of the precision brush, including its unique three-length bristle design and superior plaque removal. However, it must determine the best positioning strategy and address potential cannibalization of its existing Colgate Plus brush. Testing showed mainstream positioning could achieve a larger market share compared to niche positioning. The recommendation is to initially position it as a niche product focused on gum health, then broaden to mainstream, and brand it as "Precision by Colgate" to limit impact on Colgate Plus sales. Significant sampling and advertising will also be needed to promote the new precision brush.
Colgate-Palmolive was developing the Precision toothbrush, a technically advanced toothbrush designed to provide superior plaque removal and gum protection. It had undergone over three years of development. The Precision would be launched in three segments - Value, Professional, and Super-Premium - at various price points between $1.29 to $2.89. Market analysis identified three types of brushers as target consumers. Colgate considered both niche and mainstream positioning strategies for the Precision, weighing benefits and threats of each approach. It developed promotional campaigns including product bundling and dentist endorsements to launch the Precision brush.
This document discusses the interface between cotton production and marketing from the perspective of spinners and suppliers. Spinners require high quality raw cotton that meets certain specifications in terms of trash content, length, strength, fineness and other properties to efficiently run their spinning plants and produce quality yarns and fabrics. To meet these demands, growers and suppliers must ensure production, picking and ginning processes achieve very high standards. Cotton is also manually graded by experts to classify purchases for clients.
The document discusses the 4 main product decisions that must be made: 1) product attributes such as features, design, and quality, 2) branding as either a generic or branded product, 3) packaging and labeling to contain, protect, describe, and attract attention to the product, and 4) product support through booklets, phone numbers, websites, and repair shops. Branding involves choosing a symbol or name, building legal protection and customer loyalty, and communicating brand attributes, benefits, and values. Packaging and labeling contains and protects products while providing instructions and details about other products under the same brand.
Colgate palmolive the precision toothbrushKln Reddy
Colgate-Palmolive was developing a new precision toothbrush to compete in the toothbrush market. The precision toothbrush was designed with three different length bristles to improve plaque removal. It faced competition from other toothbrush brands. The document discusses positioning the precision as a niche or mainstream product, setting an advertising budget, and pricing the new toothbrush competitively to maximize profits.
Now with a “simple turn of the label” your customer can learn the benefits of your product and the reasons for purchasing. With SpinLabel you will transform static and crowded labels into dynamic and flexible marketing platforms – in the hands of consumers.
Colgate launched the Precision toothbrush to enter the premium toothbrush market. It faced competition from other brands. The case study analyzed how to position, brand, and promote Precision. It considered niche vs mainstream marketing and the impact on Colgate's other products. Test markets helped determine the best name, price, and advertising strategies. Precision was positioned as a premium product and priced competitively to leverage Colgate's distribution while avoiding cannibalizing other Colgate toothbrush sales.
Colgate Palmolive is developing a new precision toothbrush to address the competitive toothbrush market. It identified several strengths of the precision brush, including its unique three-length bristle design and superior plaque removal. However, it must determine the best positioning strategy and address potential cannibalization of its existing Colgate Plus brush. Testing showed mainstream positioning could achieve a larger market share compared to niche positioning. The recommendation is to initially position it as a niche product focused on gum health, then broaden to mainstream, and brand it as "Precision by Colgate" to limit impact on Colgate Plus sales. Significant sampling and advertising will also be needed to promote the new precision brush.
Colgate-Palmolive was developing the Precision toothbrush, a technically advanced toothbrush designed to provide superior plaque removal and gum protection. It had undergone over three years of development. The Precision would be launched in three segments - Value, Professional, and Super-Premium - at various price points between $1.29 to $2.89. Market analysis identified three types of brushers as target consumers. Colgate considered both niche and mainstream positioning strategies for the Precision, weighing benefits and threats of each approach. It developed promotional campaigns including product bundling and dentist endorsements to launch the Precision brush.
This document discusses the interface between cotton production and marketing from the perspective of spinners and suppliers. Spinners require high quality raw cotton that meets certain specifications in terms of trash content, length, strength, fineness and other properties to efficiently run their spinning plants and produce quality yarns and fabrics. To meet these demands, growers and suppliers must ensure production, picking and ginning processes achieve very high standards. Cotton is also manually graded by experts to classify purchases for clients.
The document discusses the 4 main product decisions that must be made: 1) product attributes such as features, design, and quality, 2) branding as either a generic or branded product, 3) packaging and labeling to contain, protect, describe, and attract attention to the product, and 4) product support through booklets, phone numbers, websites, and repair shops. Branding involves choosing a symbol or name, building legal protection and customer loyalty, and communicating brand attributes, benefits, and values. Packaging and labeling contains and protects products while providing instructions and details about other products under the same brand.
Colgate palmolive the precision toothbrushKln Reddy
Colgate-Palmolive was developing a new precision toothbrush to compete in the toothbrush market. The precision toothbrush was designed with three different length bristles to improve plaque removal. It faced competition from other toothbrush brands. The document discusses positioning the precision as a niche or mainstream product, setting an advertising budget, and pricing the new toothbrush competitively to maximize profits.
Colgate aims to adapt its brand communication to maintain its dominant market position against increasingly numerous and aggressive competitors. Digital communication could help boost Colgate's pan-European communication and business by allowing more direct interaction and personalized communication with consumers. The document outlines how Colgate's positioning and promises align with opportunities provided by digital media, and proposes a strategy to use digital media to recruit new customers and reinforce customer loyalty through more personalized engagement and rewards for loyal consumers. Success requires consistent messaging across channels and adapting content to local media usage and legislation while leveraging common and locally specific media.
Colgate-Palmolive is launching a new precision toothbrush in 1992. The precision toothbrush was designed using infrared motion analysis to track brushing movements and plaque removal. There are two options for positioning the precision toothbrush - as a niche product targeting the premium category or taking a mainstream approach. Niche positioning would allow Colgate to enter the premium category with less risk of damaging sales of its Colgate Plus line, but would contribute less to profits over time. Mainstream positioning could satisfy more demand and increase profits, but risks greater erosion of Colgate Plus sales. The case analyzes how to position, brand, price, and promote the new precision toothbrush in the market.
Colgate precision case study pgpmx mumbai group a dec2015Sanmeet Dhokay
The document provides background information on Colgate-Palmolive's launch of a new toothbrush, the PrecisionToothbrush, in the US market in 1993. It analyzes the oral care market and competitive landscape, segmentation of consumers, positioning of the Precision toothbrush for the target segment with therapeutic oral hygiene needs, and how Precision addresses consumer needs better than competitors through its innovative design.
Colgate-Palmolive Company: The Precision ToothbrushJYOTI CHADHA
Colgate Palmolive was developing the Colgate Precision toothbrush, a technically innovative brush intended to outperform competitors. Testing found the brush more effectively removed plaque, especially at the gumline. However, its unusual design received mixed first impressions. The company considered niche or mainstream positioning. Niche positioning targeted gum disease prevention, while mainstream appealed more broadly. Concept tests showed claims of preventing gum disease drove greatest interest. An initial niche launch could later broaden if production increased. The "Precision" brand name was preferred to limit sales cannibalization of Colgate Plus.
Colgate and Close Up are two leading oral care brands that have been engaged in brand wars for market share. While Colgate has historically dominated the overall market by satisfying basic needs for clean and strong teeth, Close Up targeted the youth segment by appealing to social needs for fresh breath. Close Up's focus on this emerging segment grew its market share significantly. In response, Colgate launched customized products like herbal and gel variants to cater to more needs. Though the two brands take different approaches, their goal remains capturing customers and improving market share as the battle in the oral care market continues.
Colgate-Palmolive developed a new toothbrush called Precision over 3 years to address gum health concerns. Product manager Susan Steinberg led development and recommended Precision be positioned as either a niche product for gum health or a mainstream product. Research found Precision removed more plaque than other brushes. Precision was launched in 1992 through TV advertising. Testing showed most consumers found Precision more effective than their brushes and Precision could gain 10-14% of the toothbrush market after launch.
This document discusses Colgate's launch of a new precision toothbrush. It considers decisions around positioning, branding, and marketing communications. The toothbrush has three bristle lengths and improved plaque removal. Initially, it recommends a niche market positioning under the Precision brand to limit cannibalization of Colgate Plus. Advertisements and in-store displays should demonstrate its benefits to the target involved oral health consumers. Distributing mainly through drug stores, it concludes the niche approach will allow expanding to the mainstream market while showing the product's advantages.
Case Analysis:Colgate-PalmolivePrecision ToothbrushVivek Kumar Gupta
Colgate-Palmolive was developing the Precision toothbrush, featuring bristles of varying lengths and orientations designed in laboratories to remove plaque more effectively. It faced a competitive market with many new products. The Precision could be positioned as a niche product for gum disease or mainstream. Research found consumers concerned about gum health. Debate occurred over marketing budget allocation. Promotions would sample the Precision through dentists and offer toothpaste bundles to support launch. Branding as "Precision" alone was favored to limit impact on Colgate Plus sales.
Colgate Palmolive: The Precision ToothbrushSAIKAT DAS
Colgate-Palmolive developed a new toothbrush, the Precision, using an innovative design with bristles of different lengths and orientations to provide superior plaque removal, especially at the gumline and between teeth. Clinical trials found it removed 35% more plaque than competitors. After concept and positioning tests, CP decided to launch Precision in 1993 as a niche product targeted at consumers concerned with gum health. This would require lower capacity investment than a mainstream launch and was better suited to the brush's benefits based on consumer research.
International Marketing - Global Product Strategiesstevetalks81
The document discusses several factors that companies must consider when standardizing or adapting products for global markets. It provides examples of how products needed to be modified for different climates, infrastructure conditions, cultural preferences, sizes and dimensions based on local needs, costs and prices, performance expectations, standards and regulations, packaging and labeling requirements, and warranty/service support across countries. Standardization aims to benefit from economies of scale while adaptation ensures products meet local customer requirements and tastes. Both approaches require careful evaluation of tradeoffs.
The document discusses international product policy and planning. It notes that a key decision for international marketing is whether to export the standard domestic product, adapt the domestic product to foreign markets, or develop new products for foreign customers. While standardization is more convenient, customer needs, competition, and legal factors often require product adaptation. The document outlines different levels of products from local to global and discusses strategies like product adaptation, invention, and standardization. It provides examples of how companies have adapted products for factors like culture, income levels, and regulations in foreign markets.
This document summarizes a Harvard Business School case study about Colgate Palmolive's launch of a new toothbrush called Precision. It provides background on Colgate Palmolive, an overview of their toothbrush market share and product segments. It then discusses the Precision launch and includes a SWOT analysis and discussion of positioning strategies. Key points are that Precision is aimed at the super-premium niche market and designed to be the best plaque removing toothbrush. Niche marketing is recommended to target this super-premium segment effectively.
This document is the thesis of Dirk Kremers titled "Local, Foreign and Global Consumer Culture Positioning: Strategy choices in Dutch television advertising." It investigates the use of culture-specific elements and consumer culture positioning strategies in Dutch TV ads. The thesis reviews literature on the country-of-origin effect and frameworks for analyzing consumer culture positioning indicators and strategies. It then proposes a new methodology using 10 markers to identify local, foreign, or global consumer culture positioning strategies in ads. The study analyzes 338 Dutch TV ads to understand the use of these phenomena and the influence of product category and brand origin.
Colgate-Palmolive:The Precision Toothbrush(Harvard Business School Case Study)Nishant Gupta
This presentation is an in-depth analysis of a Harvard Business School Case Study created under the able guidance of Professor Sameer Mathur of IIM Lucknow
Colgate-Palmolive was planning to launch its new Precision toothbrush in 1992. It analyzed positioning the brush as either a niche product targeting gum health or mainstream. Research found the unique three-bristle design removed more plaque but consumers needed education on its benefits. It was recommended to initially position Precision niche and emphasize its brand to limit cannibalizing Colgate Plus, then transition to mainstream. Advertising and promotions like dentist sampling, buy-one-get-one offers, and combo packs with toothpaste were advised to increase recognition and sales.
Colgate Palmolive is a global leader in oral care. In the 1980s, the toothbrush category was divided into value, professional, and super premium segments. Colgate had two brush lines - Colgate Classic in the value segment and Colgate Plus in the professional segment. Research found that consumers were willing to pay more for products preventing cavities. Colgate developed the Precision toothbrush to target these consumers, with a bristle configuration and handle designed for maximum plaque removal. Initially positioning it as a niche product allowed it to gain market recognition before expanding to mainstream.
The document outlines the key stages in a product adoption process: product awareness, product introduction, product evaluation, product trial, and product adoption. It discusses common tactics used at each stage, such as creating teasers to generate awareness, providing information through blog posts and videos during introduction, allowing consumers to research and read reviews for evaluation, offering free samples for trials, and ensuring an easy buying and payment process for adoption. The goal is to successfully move consumers through each progressive stage until they purchase the product.
This document discusses key concepts in consumer behavior including market segmentation, targeting, positioning, satisfaction, and retention. It defines market segmentation as dividing a market into meaningful and similar segments based on characteristics like demographics, benefits sought, usage rate, and psychographics. The key steps in segmentation are selecting a market, choosing segmentation bases, profiling segments, selecting target markets, and designing a marketing mix. Positioning involves developing a marketing mix to influence perceptions of a brand relative to competitors. Effective positioning relies on product differentiation and repositioning if needed. The document also discusses post-purchase evaluation and reducing cognitive dissonance through communication and guarantees.
Colgate aims to adapt its brand communication to maintain its dominant market position against increasingly numerous and aggressive competitors. Digital communication could help boost Colgate's pan-European communication and business by allowing more direct interaction and personalized communication with consumers. The document outlines how Colgate's positioning and promises align with opportunities provided by digital media, and proposes a strategy to use digital media to recruit new customers and reinforce customer loyalty through more personalized engagement and rewards for loyal consumers. Success requires consistent messaging across channels and adapting content to local media usage and legislation while leveraging common and locally specific media.
Colgate-Palmolive is launching a new precision toothbrush in 1992. The precision toothbrush was designed using infrared motion analysis to track brushing movements and plaque removal. There are two options for positioning the precision toothbrush - as a niche product targeting the premium category or taking a mainstream approach. Niche positioning would allow Colgate to enter the premium category with less risk of damaging sales of its Colgate Plus line, but would contribute less to profits over time. Mainstream positioning could satisfy more demand and increase profits, but risks greater erosion of Colgate Plus sales. The case analyzes how to position, brand, price, and promote the new precision toothbrush in the market.
Colgate precision case study pgpmx mumbai group a dec2015Sanmeet Dhokay
The document provides background information on Colgate-Palmolive's launch of a new toothbrush, the PrecisionToothbrush, in the US market in 1993. It analyzes the oral care market and competitive landscape, segmentation of consumers, positioning of the Precision toothbrush for the target segment with therapeutic oral hygiene needs, and how Precision addresses consumer needs better than competitors through its innovative design.
Colgate-Palmolive Company: The Precision ToothbrushJYOTI CHADHA
Colgate Palmolive was developing the Colgate Precision toothbrush, a technically innovative brush intended to outperform competitors. Testing found the brush more effectively removed plaque, especially at the gumline. However, its unusual design received mixed first impressions. The company considered niche or mainstream positioning. Niche positioning targeted gum disease prevention, while mainstream appealed more broadly. Concept tests showed claims of preventing gum disease drove greatest interest. An initial niche launch could later broaden if production increased. The "Precision" brand name was preferred to limit sales cannibalization of Colgate Plus.
Colgate and Close Up are two leading oral care brands that have been engaged in brand wars for market share. While Colgate has historically dominated the overall market by satisfying basic needs for clean and strong teeth, Close Up targeted the youth segment by appealing to social needs for fresh breath. Close Up's focus on this emerging segment grew its market share significantly. In response, Colgate launched customized products like herbal and gel variants to cater to more needs. Though the two brands take different approaches, their goal remains capturing customers and improving market share as the battle in the oral care market continues.
Colgate-Palmolive developed a new toothbrush called Precision over 3 years to address gum health concerns. Product manager Susan Steinberg led development and recommended Precision be positioned as either a niche product for gum health or a mainstream product. Research found Precision removed more plaque than other brushes. Precision was launched in 1992 through TV advertising. Testing showed most consumers found Precision more effective than their brushes and Precision could gain 10-14% of the toothbrush market after launch.
This document discusses Colgate's launch of a new precision toothbrush. It considers decisions around positioning, branding, and marketing communications. The toothbrush has three bristle lengths and improved plaque removal. Initially, it recommends a niche market positioning under the Precision brand to limit cannibalization of Colgate Plus. Advertisements and in-store displays should demonstrate its benefits to the target involved oral health consumers. Distributing mainly through drug stores, it concludes the niche approach will allow expanding to the mainstream market while showing the product's advantages.
Case Analysis:Colgate-PalmolivePrecision ToothbrushVivek Kumar Gupta
Colgate-Palmolive was developing the Precision toothbrush, featuring bristles of varying lengths and orientations designed in laboratories to remove plaque more effectively. It faced a competitive market with many new products. The Precision could be positioned as a niche product for gum disease or mainstream. Research found consumers concerned about gum health. Debate occurred over marketing budget allocation. Promotions would sample the Precision through dentists and offer toothpaste bundles to support launch. Branding as "Precision" alone was favored to limit impact on Colgate Plus sales.
Colgate Palmolive: The Precision ToothbrushSAIKAT DAS
Colgate-Palmolive developed a new toothbrush, the Precision, using an innovative design with bristles of different lengths and orientations to provide superior plaque removal, especially at the gumline and between teeth. Clinical trials found it removed 35% more plaque than competitors. After concept and positioning tests, CP decided to launch Precision in 1993 as a niche product targeted at consumers concerned with gum health. This would require lower capacity investment than a mainstream launch and was better suited to the brush's benefits based on consumer research.
International Marketing - Global Product Strategiesstevetalks81
The document discusses several factors that companies must consider when standardizing or adapting products for global markets. It provides examples of how products needed to be modified for different climates, infrastructure conditions, cultural preferences, sizes and dimensions based on local needs, costs and prices, performance expectations, standards and regulations, packaging and labeling requirements, and warranty/service support across countries. Standardization aims to benefit from economies of scale while adaptation ensures products meet local customer requirements and tastes. Both approaches require careful evaluation of tradeoffs.
The document discusses international product policy and planning. It notes that a key decision for international marketing is whether to export the standard domestic product, adapt the domestic product to foreign markets, or develop new products for foreign customers. While standardization is more convenient, customer needs, competition, and legal factors often require product adaptation. The document outlines different levels of products from local to global and discusses strategies like product adaptation, invention, and standardization. It provides examples of how companies have adapted products for factors like culture, income levels, and regulations in foreign markets.
This document summarizes a Harvard Business School case study about Colgate Palmolive's launch of a new toothbrush called Precision. It provides background on Colgate Palmolive, an overview of their toothbrush market share and product segments. It then discusses the Precision launch and includes a SWOT analysis and discussion of positioning strategies. Key points are that Precision is aimed at the super-premium niche market and designed to be the best plaque removing toothbrush. Niche marketing is recommended to target this super-premium segment effectively.
This document is the thesis of Dirk Kremers titled "Local, Foreign and Global Consumer Culture Positioning: Strategy choices in Dutch television advertising." It investigates the use of culture-specific elements and consumer culture positioning strategies in Dutch TV ads. The thesis reviews literature on the country-of-origin effect and frameworks for analyzing consumer culture positioning indicators and strategies. It then proposes a new methodology using 10 markers to identify local, foreign, or global consumer culture positioning strategies in ads. The study analyzes 338 Dutch TV ads to understand the use of these phenomena and the influence of product category and brand origin.
Colgate-Palmolive:The Precision Toothbrush(Harvard Business School Case Study)Nishant Gupta
This presentation is an in-depth analysis of a Harvard Business School Case Study created under the able guidance of Professor Sameer Mathur of IIM Lucknow
Colgate-Palmolive was planning to launch its new Precision toothbrush in 1992. It analyzed positioning the brush as either a niche product targeting gum health or mainstream. Research found the unique three-bristle design removed more plaque but consumers needed education on its benefits. It was recommended to initially position Precision niche and emphasize its brand to limit cannibalizing Colgate Plus, then transition to mainstream. Advertising and promotions like dentist sampling, buy-one-get-one offers, and combo packs with toothpaste were advised to increase recognition and sales.
Colgate Palmolive is a global leader in oral care. In the 1980s, the toothbrush category was divided into value, professional, and super premium segments. Colgate had two brush lines - Colgate Classic in the value segment and Colgate Plus in the professional segment. Research found that consumers were willing to pay more for products preventing cavities. Colgate developed the Precision toothbrush to target these consumers, with a bristle configuration and handle designed for maximum plaque removal. Initially positioning it as a niche product allowed it to gain market recognition before expanding to mainstream.
The document outlines the key stages in a product adoption process: product awareness, product introduction, product evaluation, product trial, and product adoption. It discusses common tactics used at each stage, such as creating teasers to generate awareness, providing information through blog posts and videos during introduction, allowing consumers to research and read reviews for evaluation, offering free samples for trials, and ensuring an easy buying and payment process for adoption. The goal is to successfully move consumers through each progressive stage until they purchase the product.
This document discusses key concepts in consumer behavior including market segmentation, targeting, positioning, satisfaction, and retention. It defines market segmentation as dividing a market into meaningful and similar segments based on characteristics like demographics, benefits sought, usage rate, and psychographics. The key steps in segmentation are selecting a market, choosing segmentation bases, profiling segments, selecting target markets, and designing a marketing mix. Positioning involves developing a marketing mix to influence perceptions of a brand relative to competitors. Effective positioning relies on product differentiation and repositioning if needed. The document also discusses post-purchase evaluation and reducing cognitive dissonance through communication and guarantees.
O processo de transição da escolinha para equipe principianteSuzanne Bunn
Este documento discute a transição de alunas da escolinha para a equipe principal de nado sincronizado. Ele descreve os conteúdos ensinados na escolinha, como figuras básicas e elementos de coreografia. Também discute como as regras foram modificadas para permitir que as atletas progridam com base em sua habilidade em vez de idade. O documento fornece detalhes sobre metas, metodologias e avaliações para garantir o sucesso das atletas.
Este documento contiene las notas de clase de Maialen y Paula sobre geometría. Las notas cubren temas como triángulos, cuadriláteros, paralelogramos, círculos y circunferencias. Para cada tema, se describen los elementos geométricos relevantes, su clasificación y operaciones, y los objetivos de aprendizaje.
El documento proporciona una guía de solución de problemas para varios problemas comunes de computadoras. Ofrece pasos para verificar el espacio en el disco duro, instalar un desfragmentador, verificar la instalación de antivirus, confirmar la compatibilidad del sistema operativo, instalar limpiadores de archivos basura, verificar controladores, solucionar problemas de navegador y pantallas azules, y recuperar archivos borrados.
El documento es una carta de agradecimiento de una persona llamada Bren por su compañía a través de los años. El autor expresa que aunque pelean a veces, siempre vuelven a hablar porque se conocen desde hace mucho tiempo. Agradece a Bren por todo y especialmente le dice que lo quiere sin necesidad de una razón o fecha especial.
El documento contiene una lista de cuentos y títulos para niños, incluyendo "Els tres porquets" y "Quin gust té la lluna?", así como títulos de espectáculos de títeres y fotografías.
Este documento describe el método científico como una actividad social cuyo fin es obtener conocimientos sobre la realidad. Explica que la ciencia se basa en criterios como la validez, confiabilidad, sistematización, comunicabilidad y falibilidad. Además, detalla las etapas del método científico como la formulación del problema, construcción del método teórico, trabajo de campo, análisis de resultados y conclusiones. Por último, enumera los componentes clave de un anteproyecto de investigación científica.
La Segunda Guerra Mundial fue un conflicto global entre 1939-1945 que involucró a la mayoría de las naciones del mundo divididas en dos alianzas: los Aliados y las Potencias del Eje. Fue la guerra más mortífera de la historia con un estimado de 50 a 70 millones de víctimas. Las causas incluyeron las condiciones del Tratado de Versalles después de la Primera Guerra Mundial, la Gran Depresión de 1929, y la expansión territorial de Alemania, Italia y Japón.
1 ficha informativa - divulgação das sessõesAntónio Sérgio
1. O documento descreve um projeto de leitura e atividades experimentais realizado em uma biblioteca escolar.
2. O projeto inclui sete módulos realizados no primeiro ano e dois módulos no segundo ano, cada um focado em um tema diferente com leituras e experiências relacionadas.
3. O objetivo principal do projeto é criar um programa anual de leitura de livros de variados temas, a partir dos quais se realizam pequenas atividades experimentais no espaço da biblioteca.
Este documento describe una sesión de un taller para adolescentes sobre aceptación personal y respeto hacia los demás. La sesión incluye tres actividades: 1) una discusión sobre cómo la familia ayuda a los adolescentes, 2) un ejercicio para desarrollar empatía poniéndose en el lugar del otro, y 3) un ejercicio para fomentar la tolerancia hacia personas diferentes. El objetivo general es enseñar a los adolescentes a aceptarse a sí mismos y a los demás.
Este documento apresenta um caderno de prova do Exame Nacional do Ensino Médio contendo instruções, questões de múltipla escolha sobre Ciências Humanas e questões sobre temas históricos, sociais e culturais.
El documento describe la teoría de la paridad del poder adquisitivo, la cual establece que una unidad monetaria debe poder comprar la misma cantidad de bienes en todos los países. Se basa en el principio de que un bien debe venderse al mismo precio en todas partes. Sin embargo, la paridad del poder adquisitivo no siempre se cumple debido a que los bienes que se comercian entre países no son siempre sustitutos perfectos cuando se producen en naciones diferentes.
El Parque Nacional Cajas se encuentra al norte de Cuenca a 30 km y contiene una gran diversidad de flora y fauna, incluyendo muchas especies endémicas únicas de esta región.
O documento contém mensagens repetidas pedindo para Tomoyo voltar à forma humilde que merece a carta Clow e perguntas repetidas sobre a identidade de um Pokémon misterioso chamado Red.
Este documento contiene información personal sobre Laura C Rueda Niño, incluyendo su dirección de correo electrónico, el intervalo de tiempo entre 2004-2012, y menciona Google Académico, Correo, Estilo, Estrellas, Firma, Habilitar respuesta, Etiquetas, Filtro, Labs, Contactos, Mensaje enviado y Taller de la clase.
1. O documento apresenta os resultados da pesquisa Percepção Pública da Ciência e Tecnologia no Brasil realizada em 2015 pelo Centro de Gestão e Estudos Estratégicos (CGEE) e Ministério da Ciência, Tecnologia e Inovação.
2. Os brasileiros declaram alto interesse por assuntos de ciência e tecnologia, porém têm pouco acesso à informação científica, principalmente pela TV. O uso da internet para obter informações científicas dobrou desde 2006.
3. A visitação a espa
This document outlines key questions to consider when developing new consumer products. It discusses researching the target consumer and market, testing concept appeal with consumers, determining product pricing and costs, evaluating distribution strategies, ensuring product quality, analyzing financial viability under different volume scenarios, establishing a go-to-market strategy, budgeting startup costs, and planning market and competitive analyses as well as in-market assessments. Addressing these questions thoroughly during product development can help ensure commercial success.
The document discusses various marketing strategies for entering new markets as either a pioneer or late entrant. It notes that pioneers typically have significant market share advantages but can lose their lead if they become complacent. Late entrants can succeed through distinctive positioning or by taking advantage of gaps in pioneers' offerings. The strategies discussed include reducing price, improving products/services through niche targeting, entering new geographic markets, and developing new distribution channels.
The document outlines the new product development process, including identifying needs and generating ideas, screening concepts, developing business and marketing strategies, product design and testing, and commercialization. It discusses challenges such as high failure rates of new products and provides examples of companies developing new products. The stages of the NPD process help companies systematically focus their resources on projects with the most potential for commercial success.
The document discusses product development and management. It defines a product as anything that can satisfy a want or need in the market, including both tangible goods and intangible services. It then outlines the different levels of a product from the core benefit to augmentations. It also classifies products based on durability, tangibility, and whether they are consumer or industrial goods. The document concludes by describing the seven stages of new product development: idea generation, idea screening, concept development and testing, marketing strategy development, business analysis, product development, and test marketing.
The document discusses several models for forecasting new product sales, including:
- Parfitt & Collins model which predicts share based on trial, repeat rates, and buying rate.
- Fourt-Woodlock model which estimates volume as a function of cumulative trial, repeat percentage rates by depth of repeat, and buying rate.
- Assessor model which evaluates new product appeal among different consumer segments through in-person interviews.
It also describes the Hendry market structure model which integrates factors like category share/loyalty, available switchers, and new product effectiveness to forecast share. Bases model measures purchase interest, transaction size, and frequency to estimate unit sales.
Brand extension allows established brands to leverage existing brand equity by applying the brand name to new product offerings. This essay evaluates the factors affecting brand extension for fast-moving consumer goods companies in India using Hindustan Unilever and ITC as examples. Successful brand extension depends on choosing extensions that are closely related to the core brand and maintaining consistency in brand attributes to transfer the positive brand image and associations to new products.
1. The document discusses different types of advertising such as product advertising, institutional advertising, and services advertising.
2. It also discusses factors that advertising may be based on like demand, target groups, and geographical spread.
3. Pioneering advertising is defined as advertising to launch an entirely new product category in order to inform consumers and explain benefits, with examples given of early Walkman and iPad campaigns.
This document discusses product line decisions and the product life cycle. It defines a product and outlines the key decisions involved in forming and distributing a product, including product design, production, launch timing and product mix/line choices. It also explains the concept of the product life cycle and the typical stages of introduction, growth, maturity, saturation, and decline. Strategies for expanding, contracting or altering product lines are presented. Factors like market demand changes, competition, marketing influences, finances, and product attributes are noted as influencing product line decisions. The document uses examples and diagrams to illustrate product life cycle concepts.
New Product Development Process And Strategy Powerpoint Presentation SlidesSlideTeam
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This document outlines the new product development process, including 7 key stages: 1) idea generation, 2) idea screening, 3) concept development and testing, 4) business analysis, 5) product development, 6) market testing, and 7) commercialization. It describes the activities that occur at each stage, such as generating ideas from customers and employees, evaluating ideas, developing product concepts, analyzing business feasibility, testing concepts with customers, and launching the product in select markets. The goal is to systematically evaluate and refine new product ideas before full commercialization.
This document discusses various concepts related to product management, including:
1. It defines a product as a bundle of utilities that can satisfy customer needs, and classifies products as physical goods, services, ideas, or persons.
2. It outlines the 5 levels of a product - core benefit, basic product, expected product, augmented product, and potential product.
3. It discusses classification of products based on durability, tangibility, and consumer goods.
4. It covers concepts like product line, line stretching, product mix, branding, pricing objectives, and the procedure for setting prices.
5. It describes the stages of new product development as idea generation, screening, concept development,
Cadbury Ireland conducted market research to develop a new product called Snowflake. They followed a systematic process beginning with market research to identify new product ideas. For Snowflake, they generated ideas, selected the flake bar concept, and developed prototypes. Qualitative research helped design the product and name. Quantitative test marketing found consumers preferred the white chocolate variety. With a successful launch strategy established, Snowflake was introduced to the market.
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The document discusses new product development, including the different types of new products, the process for developing new products, and key considerations. It outlines six categories of new products and eight major steps in the new product development process. It also discusses the success rate and costs at different stages, sources of new product ideas, and methods for screening, testing, and launching new products.
Colgate palmolive company the precision toothbrush case studyYash B.
Colgate-Palmolive is launching a new precision toothbrush to compete in the highly competitive toothbrush market. They developed a unique brush with three different length bristles shown to remove 35% more plaque. Susan Steinberg must determine positioning, branding, and communications strategies. Key issues are how to position precision, set the advertising budget, and develop a profit plan. Research showed claims of preventing gum disease drove purchase intent. Competition from Oral-B, Reach and others will be tough given their innovation, endorsements, and claims.
The document discusses key concepts for setting product strategy such as product classification, differentiation, and mix. It addresses questions related to identifying unsought goods, defining a company's depth of product mix, and distinguishing between product-line expansion versus extension. The document provides examples and definitions for various product strategy concepts to help with learning.
Product life cycle, new product development,diffusion and adoption ,packaging...VARSHA RATHOD
The document discusses the product life cycle and its four stages: introduction, growth, maturity, and decline. It explains that in the introduction stage, sales and profits are low as the goal is to create product awareness and trial. In the growth stage, sales rapidly rise as the goal is to maximize market share by offering extensions and penetrating the market. The maturity stage sees peak sales and profits as the goal is to maintain market share. Finally, in the decline stage, sales and profits fall as the goal is to reduce costs and retain loyal customers.
A study commissioned by Inpowered examined the impact of different types of online content on consumers' decision making process across 9 product categories. The study found that expert content, such as third-party reviews and articles, was the most effective at increasing familiarity, affinity, and purchase consideration. Expert content outperformed user reviews and branded content in lifting these measures on average. However, user reviews performed best for increasing video game affinity and purchase intent, and branded content was most effective for increasing camera purchase intent. The study recommends that advertisers utilize expert content to build trust while also using other content types to influence different stages of the purchase funnel.
This document discusses product management and new product development. It defines a product, classifies products based on different factors, and describes levels of a product. It also discusses product line and mix decisions, factors influencing new product development, and the process for developing new products. The document notes that new product development is important for meeting changing demands but that new products can fail due to issues like weak distribution, insufficient marketing, higher costs, or defects.
New Product Development Process And Strategy PowerPoint Presentation SlidesSlideTeam
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1. NATIONAL vs INTERNATIONAL
case study
What to choose: NATIONAL concept with product design towards national
values and nostalgia or INTERNATIONAL branding and communication?
1
2. The Challenge
Our client wanted to introduce a new product in a FMCG food category and had developed two alternative
conceptual platforms to introduce it:
a “classic” (traditional) (with local name, locally produced, local origin of ingredients, communication
towards nationalism and nostalgia) and
“international” one (global origin in the receipt, global branding, communication towards internationalism).
The question was which concept had the better potential to increase the market share of the parent brand?
2
3. The Approach
We designed and ran a two-stage survey:
A qualitative one (Focus Group Discussions), to explore in detail the relevance of both concepts to the category in
general, to the brand in particular and to check whether any of the concepts expands (better than the other) the
frame of the typical category consumption occasions. The reactions of the consumers here were also to provide
additional insights about the possible ways to improve the conceptual platforms themselves;
A quantitative survey (Concept Test), to measure the attractiveness of the concepts among users and non-users
of the parent brand, to measure the expected cannibalization and to compare the overall potential of the two
alternative concepts;
3
4. The Outcome
The qualitative exploration proved both concepts to be relevant for the audience, provided a base for their
further improvement / fine tuning and suggested that the “international” concept bears better potential
compared to the “traditional” one.
The results of the quantitative survey proved undoubtedly that the “international” concept is the better choice. It
showed a 20% better volume potential, mainly due to the significantly better purchase interest, combined with
lower levels of cannibalization.
4
5. “National” concept is reaching 84% of the “International” concept potential
A5/B5. What is the probability for you to buy of the products within this product line? / A8/B8. How often would you buy this product line, regardless of the
specific variant? / A9/B9. How many pieces would you buy when you buy this product line for the first time?
comparison of concepts potential (in pieces, based on Fourt-Woodlock model)
Base: All respondents, N=228
784 072 858 689
10 197 531
12 211 015
10 981 603
13 069 704
0
2 000 000
4 000 000
6 000 000
8 000 000
10 000 000
12 000 000
14 000 000
National Concept International Concept
- trial volume
- repeat volume
5
6. The Outcome
Yet, the survey revealed that even the winning concept lacks distinctiveness and (especially) credibility, does not
expand the frame of consumption occasions and its overall liking and purchase intent scores are below the 70th
percentile in our database, which made the product launch risky in terms of profitability.
Our recommendation was to hold the product launch and elaborate further on the winning concept before going
to the market.
6
7. National and International concept benchmarking: Percentiles*
Overall Liking, Purchase Intent, Distinctiveness, Credibility
* share of concepts performing worse or equal to studied concepts
Base: All respondents, N=228
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
overall liking purchase intent distinctiveness credibility
International
National
International
National
International
National
International
National
7
8. The Outcome
The results of the survey are related to a FMCG food category with specific target group and usage.
In other category the outcome could be opposite depending on product characteristics and communication
strategy fueled by the nostalgic charge.
Regardless the category specifics the chosen approach will support the decision making of selecting the wining
concept with potential for higher brand profitability and growth.
8
9. LOGO Market Research and Consulting Ltd.
http://www.logo-mrc.com/
info@logo-mrc.com
Thank you!
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