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Compact case
Case
-
Reference no. 9B03A020
Subject category: Marketing
Authors: Niraj Dawar (Ivey Business School, Western University); Eric Dolansky (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2002
Version: 2003-07-17
Length: 5 pages
Data source: Published sources
Topics: Pricing; Marketing mix; Market segmentation; Ethical issues
Share a link: https://casecent.re/p/14368
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Abstract

Hayward & Guzman researches and develops contact lens products and has recently developed a new disposable contact lens. Two segments with different price sensitivity have been identified. In order to reach these segments, the products will need to be packaged and sold differently. A marketing representative for Hayward & Guzman must develop a marketing mix for the two segments and determine pricing for each product.
Location:
Canada
Industry:
Measuring and analyzing instruments
Size:
Small
Other setting(s):
2002
Teaching note
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Reference no. 8B03A20
Subject category: Marketing
Authors: Niraj Dawar (Ivey Business School, Western University); Eric Dolansky (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2002
Version: 2003-07-17
Length: 5 pages
Data source: Published sources
View full details

About

Abstract

Hayward & Guzman researches and develops contact lens products and has recently developed a new disposable contact lens. Two segments with different price sensitivity have been identified. In order to reach these segments, the products will need to be packaged and sold differently. A marketing representative for Hayward & Guzman must develop a marketing mix for the two segments and determine pricing for each product.

Settings

Location:
Canada
Industry:
Measuring and analyzing instruments
Size:
Small
Other setting(s):
2002

Related

Teaching note
-
Reference no. 8B03A20
Subject category: Marketing
Authors: Niraj Dawar (Ivey Business School, Western University); Eric Dolansky (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2002
Version: 2003-07-17
Length: 5 pages
Data source: Published sources
View full details