Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2002-12-03
Length: 21 pages
Data source: Published sources
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Abstract
A senior vice-president is considering a number of alternative positioning strategies for the Personal Financial Services division of Royal Trust that would improve its market performance. He is reviewing information obtained from both internal and external consumer surveys that indicate consumer awareness of the company and its advertising is extremely low. The management team feels that advertising should focus on positioning the company in the minds of its target audience. In addition, an appropriate target market has to be identified.
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Abstract
A senior vice-president is considering a number of alternative positioning strategies for the Personal Financial Services division of Royal Trust that would improve its market performance. He is reviewing information obtained from both internal and external consumer surveys that indicate consumer awareness of the company and its advertising is extremely low. The management team feels that advertising should focus on positioning the company in the minds of its target audience. In addition, an appropriate target market has to be identified.