MCS 4370 Lecture Notes - Lecture 4: Earnings Before Interest And Taxes, Niche Market, Brand Equity

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 4370
• Professor: Tanya Mark

Document Summary

13 billion: 23. 3 % volume leader (*must maintain position) . Prince 23% volume dominate $ 3 segments: moderate, value, super premium technology involved/uninvolved. Exhibit 1: social/emotional shavers (involved, aesthetic shavers) (involved, maintenance shavers (uninvolved) super premium product consider tradeoff between social/emotional shavers & aesthetic shavers over maintenance shavers. Niche: compliment other razors that are already out, premium price, lower marketing budget, competitive, replace without new, consumers will go to competitors, higher marketing budget. Mainstream: to premium price: bigger group of customers (might not matter in comparison, demand/desire np, leverage brand equity, less competitive. Economic analysis (pro formas) to help with positioning decision: how many do we plan to sell for both mainstream and niche positioning, need volume (unit sales) for razors and cartridges, price for razors and cartridges year 2. Brand name: clean edge by paramount. Unique in the niche market against other products. Marketing resource budget (million): with company name first: media/adv, trade, consumer promo.