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Abstract
Kilvert and Sons Ltd, a subsidiary of Lloyd''s Packing Warehouses (Holdings) Ltd, is proposing to market in the United Kingdom the Turtle Wax range of car polishes imported from the United States. The Company has no previous experience in this market, but knows that Turtle Wax had achieved a 50% market share in Sweden in 3 years. Three large companies dominate sales of car polishes in the United Kingdom. Kilvert decided to embark on a test marketing programme. The main issues of the case are the pricing policy and the foundation of a marketing plan for the test programme.
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Abstract
Kilvert and Sons Ltd, a subsidiary of Lloyd''s Packing Warehouses (Holdings) Ltd, is proposing to market in the United Kingdom the Turtle Wax range of car polishes imported from the United States. The Company has no previous experience in this market, but knows that Turtle Wax had achieved a 50% market share in Sweden in 3 years. Three large companies dominate sales of car polishes in the United Kingdom. Kilvert decided to embark on a test marketing programme. The main issues of the case are the pricing policy and the foundation of a marketing plan for the test programme.
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