MKT 600 Chapter Notes -Sachet, Pantene, Customer Switching
Document Summary
26. 5 million people in 1990 in canada. 90% of population lived within 200km of us border. 41% lived in the 6 largest cities: calgary, toronto, montreal, vancouver, edmonton, ottawa. Low brand loyalty and high brand switching. Pantene was positioned as a premium product and had maintained a 0. 25 share without marketing support. Brand awareness/mind share amongst females was 40% Should we change the packaging: pearlescent increases costs by 3, silver stripe will increase costs by 5% 62% of users used the same brand of conditioner as shampoo. Not easy to stack without cardboard outer packaging; narrow tubes weren"t easy for visual identification unless they had a substantial number of facings. Bottle: same colour/size: customers may be confused between the shampoo and conditioner, different colour/size: customers may not realize that they are from the same line/for the same type of hair. Cost of either is essentially the same: no. may lessen the impact of shampoo introduction.
