Zoëcon Case (Final) - Zoecon Corporation Case Write Up...

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Zoecon Corporation Case Write Up MKTG 485 2/15/2017 Class Section : T/Th 11-12:15pm Maria Williams Rebecca Harris Class Section : T/Th 12:30- 1:45pm Luke Brower
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Zoecon Corporation are assessing their future growth and profit opportunities for its Strike brand insect growth regulator (IGR) called Strike ROACH ENDER. After their recent change in top management and corporate objectives, which now emphasized a focus on high financial-return businesses and products, Zoecon Corporation now had to discuss options for the marketing program for Strike ROACH ENDER. There are 4 test cities that are part of the 80% of sales nationwide. These 4 cities are Charlotte, NC; Charleston, SC; Beaumont, TX; and New Orleans, Louisiana. These 4 were chosen to be the representative cities of the extended rollout of 19 cities they hoped to expand into before a nationwide rollout. Test market sales and profit analysis: Weighted average price : (price to trade 10-oz. Aerosol * percent of Aerosol Strike ROACH ENDER sales) + (price to trade 6-oz. Fogger * percent of Fogger Strike ROACH ENDER sales) ($3.14 * 0.66) + ($2.79 * 0.34) = $3.021 Sales from test market: Trial: 1.17 million households * 0.06 trial rate * 1.3 units * $3.021= $275,696.46 Repeat: 1.17million households * 0.06 trial rate * 0.3 * 3.5 units * $3.021= $222,677.91 Total sales from Test Market: =$498,374.37 Contribution: (Sales from test market * consumer segment mfr. Gross margin)
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