Important TNote for Prelim 2

Important TNote for Prelim 2 - Random TakeNote Facts:...

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Random TakeNote Facts: McLaughlin’s video clip about advertising and coca cola states that Advertising is 85% confusion and 15% commission Children account for 82% of Food and Beverage parent purchases Wrigley’s 5: o Targets aged 12-24, this is only 17% of the population but 33% of this population chews gum, it is a cool candy o Uses an external research agency but also conducts in house marketing research o When developing Wrigley’s 5, Wrigley used focus groups across the USA o Wrigleys makes 30% more profit out of a consumer when they switch to the more expensive Wrigley’s 5 gum Big Red gum o For 15 years they used the same “Long Lasting Fresh Breath” commercial o It worked for a long time but now a new generation chews most gum and theyre not market effectively Largest brand in Wrigley’s portfolio is Orbit o Orbit’s brand personality is retro and cool o Orbit’s brand position is a functional benefit in the form of a clean mouth feeling but wrapped in a retro cool message o Orbit does cannibalize some of the other Wrigley’s products
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This note was uploaded on 10/31/2007 for the course AEM 2400 taught by Professor Mclaughlin,e. during the Fall '07 term at Cornell.

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Important TNote for Prelim 2 - Random TakeNote Facts:...

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