More search options
Basket icon
No items
Basket icon

Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. 9-585-019
Subject category: Marketing
Authors: Mark S Albion (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1984
Version: 19 October 1994
Revision date: 12-Aug-2014
Length: 21 pages
Data source: Field research
Topics: Market research; Advertising; Advertising strategy; Consumer behavior; Market analysis; Marketing mix; New product marketing
Share a link: https://casecent.re/p/47941
| No reviews for this item
View our pricing guide or login to see prices.

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:
United States
Size:
USD330 million sales
Other setting(s):
1984
Teaching note
-
Reference no. 5-589-079
Subject category: Marketing
Authors: Thomas V Bonoma (Harvard Business School); Mark S Albion (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1989
Version: 6 January 1989
Length: 18 pages
Data source: Field research
View full details
Case
-
Reference no. 9-502-S21
Spanish language
Subject category: Marketing
Authors: Mark S Albion (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2002
Version: 19 October 1994
Length: 22 pages
Data source: Field research
Topics: Market research; Advertising; Advertising strategy; Consumer behavior; Market analysis; Marketing mix
View full details

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:
United States
Size:
USD330 million sales
Other setting(s):
1984

Related

Teaching note
-
Reference no. 5-589-079
Subject category: Marketing
Authors: Thomas V Bonoma (Harvard Business School); Mark S Albion (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1989
Version: 6 January 1989
Length: 18 pages
Data source: Field research
View full details
Case
-
Reference no. 9-502-S21
Spanish language
Subject category: Marketing
Authors: Mark S Albion (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2002
Version: 19 October 1994
Length: 22 pages
Data source: Field research
Topics: Market research; Advertising; Advertising strategy; Consumer behavior; Market analysis; Marketing mix
View full details