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Papers On Marketing & Consumer Behavior
Page 134 of 192

Procter & Gamble's Vizir Launch
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A 5 page paper discussing Harvard case 384-139 in which Procter & Gamble is contemplating introducing a liquid laundry detergent in Europe. The question before it is whether to launch in successive individual nations or across Europe for the purpose of testing the "Eurobrand" concept. Procter & Gamble already knows that Vizir is a marginal product in terms of consumer acceptance of its form, but it carries promise if the company has correctly identified emerging trends in laundry habits. It is quite possible that Vizir will be more valuable as an organizational learning lesson than as a profitable product across Europe. It is certain that its launch as a Eurobrand can be beneficial for the company if the process is managed well. Bibliography lists 1 source.
Filename: KSPGvizir.wps

Proctor & Gamble Case Study : Rumors Of Satanism
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A 6 page paper. In the early 1980s, rumor began floating that Proctor & Gamble's Trademark represents the devil and Satanism. The Trademark was designed in the mid-1800s; it includes 13 stars and a bearded man-in-the-moon. The writer explains what the Trademark really represents and relates the company tried to modify the depiction in the early days only to have drastic results. The paper also discusses the revival of these absurd rumors in the mid-1990s and what the company did. The paper then goes on to discuss integrated marketing communication approaches and how P&G could use these tools to mitigate the negative impact each time these rumors surface. Bibliography lists 9 sources.
Filename: PGpgrmr.rtf

Producing Innovative Products At Coke And Pepsi
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This 5 page paper discusses product innovations at PepsiCo and Coca-Cola. The essay focuses more on the innovations at Pepsi's Frito-Lay division and how these meet consumer demands. The essay then compares, briefly, how Pepsi met the non-carbonated beverage demands before Coke. Data regarding market shares are included. Bibliography lists 4 sources.
Filename: PGppsck.rtf

Product Analysis
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This 7 page paper examines a well known supplier and product, Burger King and the Whopper with a product analysis. This includes looking at the product pricing components, including elasticity, substitutes and complimentary goods, cost components, market structure and economic forecasts. These create an understanding of the market and strategies that maybe used. The bibliography cites 6 sources.
Filename: TEburking.rtf

Product Development at Aqua Glass
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A 20 page paper discussing the development and launch of a new tub/shower combination unit. The paper discusses market research; sales forecasting; project schedule; marketing; and product launch. As the US contends with a slump in housing construction; the subprime mortgage fiasco; and the threat of recession in mid-2008, the current housing slump provides an ideal opportunity for the company to conduct its market research, consumer focus groups, design work and manufacturing design without sacrificing sales. Bibliography lists 19 sources.
Filename: KSmgProDevBath.rtf

Product Expansion and Market Penetration for Coca-Cola
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This 10 page paper looks at Coca Cola and using Ansoff’s matrix considerers the way that the company could increase sales. The writer looks at the company and its’ existing strategies and core competences before developing a plan for a product expansion and a penetration strategy which are aligned with the current strategies goals and values. The bibliography cites 10 sources.
Filename: TEexcoca.rtf

Product Introduction at Procter & Gamble
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A 5 page paper discussing whether Procter & Gamble should add a fourth dishwashing liquid brand. Based on Harvard Case 9-584-047, the paper recommends that the company reformulate and promote improvements in its Dawn® brand rather than introduce a new one. Bibliography lists 1 source.
Filename: KSprocterGam.wps

Product Management: The Mobile Printer
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An 18 page paper providing a product management plan for a versatile printer to be used with handheld and laptop computers. There is need for printers that are light enough to be truly portable and durable enough that they can withstand the shocks they may receive in being moved regularly. The company has developed such a printer, one that fills the gap left by similar products that already exist. The paper describes opportunity identification and selection; concept generation; concept/project evaluation; development; and launch. It includes a project plan for the test marketing phase and a capital budget analysis for the first three years of operation. The project is a modest one, in part because of the limited penetration of handheld computers to date. The advantage to the company in pursuing this project now is that it fills a specific need and has the ability to gain first-mover advantage in the industry. Bibliography lists 9 sources.
Filename: KSmktgMobPrint18.rtf

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