Based on the price elasticity matrix given below:
.......................aqufresh....... colgate........crest........ mentadent
quafresh........black 1.... ......blank 2........0.8...... ........2 .0
colgate ............1.2..................-3.5.............1.5.............. 1.5
crest ................1.0 ..................2.5 ...........-3.2.............. 1.8
mentadent.......1.8.................. 1.2.............1.3...............4.0
1. Assume that Aquafresh own price elasticity is -1.5 and that the Colgate cross price elasticity of demand with respect to Aquafresh price change is 1. How do you interpret the own and cross price elasticities?<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />
2. Which brand is Aquafresh mainly competing with? Explain using cross price elasticities in the price elasticity matrix.
3. Aquafresh main competitor: Explain :
4. Which brand has the highest brand equity/power? Explain using Clouts and Vulnerabilities of the four toothpaste brands.
5. Brand with the highest equity/power : Explain: