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. 9-583-046
Subject category: Marketing
Authors: Darrel G Clarke (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1982
Version: 2 August 1999
Length: 29 pages
Data source: Field research
Topics: Advertising; Market research; New product marketing; Product development; Product positioning; Test markets
Share a link: https://casecent.re/p/48134
| No reviews for this item
This product has not been used yet
View our pricing guide or login to see prices.

Abstract

Johnson Wax has produced a new hair conditioner for problem hair. Before committing themselves to test market, they analyze the new product using a field based, pretest-market procedure called ASSESSOR. The testing reveals product positioning, advertising, and promotion insights which are important in the repositioning of the product.
Location:
United States
Industry:
Personal care products
Size:
Large
Other setting(s):
1979-1980
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

About

Abstract

Johnson Wax has produced a new hair conditioner for problem hair. Before committing themselves to test market, they analyze the new product using a field based, pretest-market procedure called ASSESSOR. The testing reveals product positioning, advertising, and promotion insights which are important in the repositioning of the product.

Settings

Location:
United States
Industry:
Personal care products
Size:
Large
Other setting(s):
1979-1980

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