Product details

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Case
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Reference no. 566-030-2
Subject category: Marketing
Authors: RA Gowland (Cranfield University); L Gale (Cranfield University)
Published in: 1966
Length: 25 pages
Data source: Field research

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.
Location:
Industry:
Size:
GBP3.6 million assets
Other setting(s):
1961

About

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.

Settings

Location:
Industry:
Size:
GBP3.6 million assets
Other setting(s):
1961

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