Chapter 18 Competition F10

Chapter 18 Competition F10 - Chapter 18 Competitive...

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Chapter 18
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Competitive advantages require delivering more value and satisfaction to target consumers than competitors do Competitive marketing strategies are how companies analyze their competitors and develop value-based strategies for profitable customer relationships
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The Ivory Story 1879 Harvey Proctor read 45 th psalm: “All thy garments smell of myrrh and aloes, cassia, out of Ivory places” 1881 First Ivory ad, 99 44/100% pure, floated 1883 Aggressive National Advertising. $11,000 1890-1992: Total Promotion $400 Million 1890-1992: Total Sales $25 Billion 1890-1992: Total Profits $2-3 Billion
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CPG Brand Leader Fortune 500 2010 $>7 B in advertising 3 segments: Beauty/Grooming Household Care Health and Well Being 80+ Billion Rev 12B Profit Billion Dollar Brands 23 – $1Billion Brands 20 – $.5 Billion Brands Accounts for 90% of Profit 10% compounded annual growth rate over 9 years Mkt Leader 15/21 categories
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Billion Dollar Brands Ariel laundry detergent Bounty paper towels, sold in the United States and Canada Braun, a small-appliances manufacturer specializing in electric razors, coffeemakers, toasters, and blenders Charmin bathroom tissue and moist towelettes Crest toothpaste Dawn dishwashing detergent
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This note was uploaded on 04/22/2011 for the course BUS M 341 taught by Professor Scottsmith during the Fall '10 term at BYU.

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Chapter 18 Competition F10 - Chapter 18 Competitive...

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