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Compact case
Case
-
Reference no. 9-582-041
Subject category: Marketing
Authors: George S Yip (London Business School (LBS)); Judith Williams (Crewe & Alsager College of H E)
Published by: Harvard Business Publishing
Originally published in: 1981
Version: 28 June 1985
Length: 5 pages
Data source: Field research
Topics: Consumer marketing; Health; Market research; New product marketing; Product development; Product positioning
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Abstract

To be handed out during class discussion of the (B) case. Reveals that Vicks developed a second name and advertising positioning. Presents results of copy testing, and further test market results. Students have to choose between the two names and positionings, as well as decide whether to recommend national expansion.
Location:
United States
Industry:
Health care services
Size:
USD1 billion sales
Other setting(s):
1979-1981
Teaching note
-
Reference no. 5-585-109
Subject category: Marketing
Authors: Robert J Dolan (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1985
Version: 29 November 1985
Length: 46 pages
Data source: Field research
View full details
Supplement
-
Reference no. 9-582-040
Subject category: Marketing
Authors: George S Yip (London Business School (LBS)); Judith Williams (Crewe & Alsager College of H E)
Published by: Harvard Business Publishing
Originally published in: 1981
Version: 28 June 1985
Length: 20 pages
Data source: Field research
Topics: Market research; Consumer marketing; Product development; New product marketing; Health; Product positioning
View full details
Supplement
-
Reference no. 9-582-042
Subject category: Marketing
Authors: George S Yip (London Business School (LBS)); Judith Williams (Crewe & Alsager College of H E)
Published by: Harvard Business Publishing
Originally published in: 1985
Version: 1 August 1985
Length: 18 pages
Data source: Field research
Topics: Market research; Consumer marketing; Product development; New product marketing; Health; Product positioning
View full details
Supplement
-
Reference no. 9-589-008
Subject category: Marketing
Authors: Thomas Kosnik (School of Engineering, Stanford University)
Published by: Harvard Business Publishing
Originally published in: 1988
Version: 8 September 1988
Length: 23 pages
Data source: Field research
Topics: Market research; Consumer marketing; Product development; New product marketing; Health; Product positioning
View full details

About

Abstract

To be handed out during class discussion of the (B) case. Reveals that Vicks developed a second name and advertising positioning. Presents results of copy testing, and further test market results. Students have to choose between the two names and positionings, as well as decide whether to recommend national expansion.

Settings

Location:
United States
Industry:
Health care services
Size:
USD1 billion sales
Other setting(s):
1979-1981

Related

Teaching note
-
Reference no. 5-585-109
Subject category: Marketing
Authors: Robert J Dolan (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1985
Version: 29 November 1985
Length: 46 pages
Data source: Field research
View full details
Supplement
-
Reference no. 9-582-040
Subject category: Marketing
Authors: George S Yip (London Business School (LBS)); Judith Williams (Crewe & Alsager College of H E)
Published by: Harvard Business Publishing
Originally published in: 1981
Version: 28 June 1985
Length: 20 pages
Data source: Field research
Topics: Market research; Consumer marketing; Product development; New product marketing; Health; Product positioning
View full details
Supplement
-
Reference no. 9-582-042
Subject category: Marketing
Authors: George S Yip (London Business School (LBS)); Judith Williams (Crewe & Alsager College of H E)
Published by: Harvard Business Publishing
Originally published in: 1985
Version: 1 August 1985
Length: 18 pages
Data source: Field research
Topics: Market research; Consumer marketing; Product development; New product marketing; Health; Product positioning
View full details
Supplement
-
Reference no. 9-589-008
Subject category: Marketing
Authors: Thomas Kosnik (School of Engineering, Stanford University)
Published by: Harvard Business Publishing
Originally published in: 1988
Version: 8 September 1988
Length: 23 pages
Data source: Field research
Topics: Market research; Consumer marketing; Product development; New product marketing; Health; Product positioning
View full details