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Case
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Reference no. 9-585-019
Subject category: Marketing
Authors: Mark S Albion
Published by: Harvard Business Publishing
Originally published in: 1984
Version: 19 October 1994
Revision date: 12-Aug-2014

Abstract

Promotes discussion on advertising budgeting and media mix decisions in the shampoo market for low-priced, high-volume Suave. Provides various types of market research into consumer behavior and the competition context. The importance of retailers and shelf space is emphasized, and the entire marketing budget is examined.
Location:
Size:
USD330 million sales
Other setting(s):
1984

About

Abstract

Promotes discussion on advertising budgeting and media mix decisions in the shampoo market for low-priced, high-volume Suave. Provides various types of market research into consumer behavior and the competition context. The importance of retailers and shelf space is emphasized, and the entire marketing budget is examined.

Settings

Location:
Size:
USD330 million sales
Other setting(s):
1984

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