Developing a marketing plan for Lemonhead
1996; Emerald Publishing Limited; Volume: 34; Issue: 8 Linguagem: Inglês
10.1108/00251749610128077
ISSN1758-6070
AutoresChami Coomasaru, J Day, Spencer Lee,
Tópico(s)Consumer Market Behavior and Pricing
ResumoPresents a marketing plan based on primary research, which focuses on the proposed launch of a new product, Lemonhead, into the existing alcoholic lemon drink market. For this analysis,Two Dogs (the current number two in the sector) was selected as the main competitor product. Using the mix map model, identifies by empirical research shortfalls regarding the four Ps, which then became the focus for attack in the promotion of Lemonhead. Shows the short‐term strategy of replacing the current number two to be successful in achieving the long‐term goal of becoming the market leader.
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