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Case
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Reference no. 9-584-009
Subject category: Marketing
Authors: Darrel G Clarke (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1983
Version: 11 September 1986
Length: 24 pages
Data source: Field research
Topics: Market research; Market share; Test markets; New product marketing; Product positioning; Marketing strategy; Advertising; Product development
Share a link: https://casecent.re/p/48037
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Abstract

After the initial ASSESSOR indicated problems in formulation, product position, and advertising copy, Enhance was modified and retested using ASSESSOR. Compares the new results as well as presenting teaching study data. Enhance is well below predicted share. Is the fault in the product, strategy, or execution of the plan?
Location:
United States
Industry:
Personal care products
Other setting(s):
1982
Teaching note
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Reference no. 5-592-101
Subject category: Marketing
Authors: Robert J Dolan (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1992
Version: 5 June 1992
Length: 12 pages
View full details

About

Abstract

After the initial ASSESSOR indicated problems in formulation, product position, and advertising copy, Enhance was modified and retested using ASSESSOR. Compares the new results as well as presenting teaching study data. Enhance is well below predicted share. Is the fault in the product, strategy, or execution of the plan?

Settings

Location:
United States
Industry:
Personal care products
Other setting(s):
1982

Related

Teaching note
-
Reference no. 5-592-101
Subject category: Marketing
Authors: Robert J Dolan (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1992
Version: 5 June 1992
Length: 12 pages
View full details