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Case
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Reference no. 9-578-162
Subject category: Marketing
Authors: Scott Ward (Harvard Business School)
Published by: Harvard Business Publishing
Published in: 1978
Length: 29 pages
Data source: Field research
Topics: Consumer behaviour; Food; Market research; Market segmentation; Product introduction; Product positioning
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Abstract

Illustrates uses of various sources of market and consumer behavior data, including psychographics, product positioning, and market segmentation decisions for a new dog food product. Based on cases by ET Popper and LS Ward.
Location:
New York
Industry:
Pet foods
Size:
Large, USD1 billion sales
Other setting(s):
1970
Teaching note
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Reference no. 5-579-049
Subject category: Marketing
Authors: Scott Ward (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1978
Version: 1 September 1978
Length: 7 pages
View full details

About

Abstract

Illustrates uses of various sources of market and consumer behavior data, including psychographics, product positioning, and market segmentation decisions for a new dog food product. Based on cases by ET Popper and LS Ward.

Settings

Location:
New York
Industry:
Pet foods
Size:
Large, USD1 billion sales
Other setting(s):
1970

Related

Teaching note
-
Reference no. 5-579-049
Subject category: Marketing
Authors: Scott Ward (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1978
Version: 1 September 1978
Length: 7 pages
View full details