Marketing Plan Success Stories
Successful Marketing Plans Eliminate the Negatives
Example: Energizer EZ Change Hearing Aid Batteries
Successful Marketing Plans Often Solve Consumer Problems
Example: Jumbo-Koter by Wooster Brush
Benefits Must Be Perceived by Customers
Example: Philips Long-Life Lightbulbs
Consumer and Retailer Convenience Is Critical
Effectiveness Leads to Repeat Purchases
Example: Zicam Cold Remedy Nasal Gel
Preemptive Ventures Are Often Winners
Example: Treo Mobile Phone, Web/E-mail Device, and Organizer
Secondary Research to Develop Market Reviews
Example: Satellite Brand Alkaline Batteries
Using Telephone Surveys in Completing Market Reviews
Example: The Executive Conference Phone
Market Reviews Completed With Online Surveys
Example: Tiffany Table Mats and Napkins
Focus Groups Can Be the Key to Understanding the Consumer
Example: Craftmaster Hardware Products
Using Online Consumer Qualitative Research
Example: Eagle Central Air Conditioners in Taiwan
Using Ethnographic Research to Understand Consumers
Example: Twinkle Baby Shoes
The Role of Trade Research in Marketing Planning
Example: Selecto Housewares Boutiques
Example: New Top Plastic Laminates.
