 | | | 33 slides | | | 19-03-2010 | | |  |
| | Not evaluated | | |
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This case study examines the following issues:
1. What is the mission statement? Identify P&G's mission
2. Which brand strategy does P&G follow?
3. What price strategy do you recommend for a new product? Apply this to Thermacare.
4. Draw Roger's curve about innovation diffusion and apply it to Thermacare.
5. Discuss the consumer adoption process of new products.
6. What do you think is the effect of launching an advertising campaign ahead of launching a new product on stakeholders (consumers, distributors and competitors)? Apply your findings to Thermacare.
7. What are the consumer's motivations for adopting a new product? Apply to Thermacare.
Innovators: are the first individuals to adopt an innovation. Innovators are willing to take risks, youngest in age, have the highest social class, have great financial lucidity, very social and have closest contact to scientific sources and interaction with other innovators.
Early Adopters: This is the second fastest category of individuals who adopt an innovation. These individuals have the highest degree of opinion leadership among the other adopter categories. They are typically younger in age, have a higher social status, have more financial lucidity, advanced education, and are more socially forward than late adopters.
Early Majority: Individuals in this category adopt an innovation after a varying degree of time. This time of adoption is significantly longer than the innovators and early adopters. Early Majority tend to be slower in the adoption process, have above average social status, contact with early adopters, and show some opinion leadership[...]
1. EXECUTIVE SUMMARY
2. LIST OF PRODUCTS
3. ISSUES TREATED
4. MISSION STATEMENT
5. P&G’s MISSION STATEMENT
6. BRAND STRATEGIES
7. P&G’s BRAND STRATEGY
8. PRICING STRATEGIES
9. P&G’s PRICING STRATEGY FOR THERMACARE
10. ROGER’s CURVE
11. CONSUMERS ADOPTION PROCESS
12. FINALLY, WHO WILL BUY THERMACARE?
13. EFFECT OF LAUNCHING AN ADVERTISING CAMPAIGN
14. CONSUMERS’ MOTIVATIONS
15. COMPETITION ANALYSIS
16. REFERENCES
17. THANK YOU NOTE
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