This preview shows page 1. Sign up to view the full content.
Unformatted text preview: market share. 7 competitors
collectively had 64% market share.
• In blind taste test, Campbell's got the highest ratings of all
• Should Campbells run an ad that focuses on the time
saving of using canned beans, or should it focus on the
fact that it has a better product than its competitors? Demand = ƒ (x,y,z,…) Economy
Product Price Consumer
Needs Promotion Place
Competition Different levels of demand forecasts geographic
time level long What is the potential annual demand for plastic diapers? •
• 4 million babies delivered each year in U.S.
Babies defecate about 10 times per day at birth
Children defecate about 4 times per day at age 3
Few kids are toilet trained before age 2
But almost all are toilet trained by age 3 # of "accidents" / day Computing total diaper demand
Demand = 10 – 2*age 10 4 Birth 1 2
Age 3 Hierarchy-of-Effects Model UNAWARE
p1= ƒ(x,y,z, …)
p2= ƒ(x,y,z, …)
p3= ƒ(x,y,z, …)
REPEAT 3 bases of de...
View Full Document
- Fall '12