Midterm Case Study

1355 words - 6 pages

Integrated Marketing Communication
Midterm Exam
July 2015
General Instructions
Used Font
Spaces between lines
Delivery Date
Answer Requirements

Times New Roman Size 12
Saturday the 25th of July 2015 at ESLSCA
students affair office
A minimum 0f 150 words is required as an
answer for each question
A list of references used must to be attached to
the answer

Kindly read the case study below and answer all the related questions
(30 Marks)

Chic Soap Case Study
You are asked to help formulate the IMC approach for the entrepreneur starting Chic
Soap. The concept behind Chic Soap is simple; it sets out to incorporate fashionable
perfumes such as Obsession, Raffinee ...view middle of the document...

2. The main competitive products in the premium sector were soaps such as Roger and
Gallet, Penhaligon range, Yardley, Morley and three internationally available premium
soaps. The prices for the 150gm bar for the 5 main ranges were: £1.60, 1.75, £1.85,
£1.95, £1.45. There was some evidence that the price elasticity of the premium product

sector was fairly low. Consumers bought the product primarily on perfume and image
rather than any other product attribute. Very high prices were charged for soaps that were
part of ranges such as Rive Gauche; around £3.00 for the 150 gram equivalent. As the
companies sold very little soap in these ranges they were not particularly worried about the
effects of other products cannibalising brand sales. They were prepared to see Chic Soaps
take on the sales of perfumed soap to a wider market.
3. The size of the total toilet soap market was around £190 million at retail. The top quality
premium soap market was estimated to be 7 per cent of the total; it was growing slowly as
the deodorant market came under pressure because of the environmental problems
associated with aerosol sprays; other growth factors included the expansion in showers,
and the expansion in the number of single homes.
4. Retail outlets made about 20 per cent gross on premium soaps. They tended to hold
only limited stocks, and did not therefore want the product in as large a quantity as mass
market products which were available in cartons containing 50 or 100 bars.
5. Many of the independent chemists were serviced through wholesalers. Such
wholesalers accounted for about 70 per cent of the market. Wholesalers expected to make
around 8 per cent. There were about 100 wholesalers that serviced the independent
chemist; of these around 20 national chains accounted for 80 per cent of the total
business. The national department stores (around 350) bought product direct.
6. Research suggested that the main consumer of premium soaps was female 35+, socioeconomic group A, concentrated in the South East of England and in large cities
elsewhere. The average purchase of the 150 gramme soap was once every 3 weeks. An
increasing proportion of the soap was bought as gifts, especially at Christmas. In the
previous year, around 25 per cent of the total premium soap sector was purchased during
the period early November to late December.
7. Most advertising in the sector was in women's magazines. It was estimated that it would
cost around £100 to reach every 2000 consumers in the appropriate socio-economic
group. The competition advertised heavily; average expenditure for the leading companies
was around £400,000 per annum.
8. A sales representative would cost around £12,000 per annum; a company car would be
£3,000 per annum. Such a sales representative could visit either 500 outlets direct or deal
with 15 chains of wholesalers.
9. The costs of packaging would be high. High quality packaging with the appropriate
perfume design...

Other Essays Like Midterm Case Study

Econ Midterm Essay

1461 words - 6 pages Question 1 5 out of 5 points Which of the following will increase (V0), the shareholder wealth maximization model of the firm: V0∙(shares outstanding) = Σ∞t=1 (π t ) / (1+ke)t + Real Option Value. Answer Selected Answer: Decrease the required rate of return (ke). Correct Answer: Decrease the required rate of return (ke). Question 2 5 out of 5 points The primary objective of a for-profit firm is to

Midterm Notes Essay

2128 words - 9 pages MIDTERM EXAM (16-21) 1. Gluconeogenesis 1. The formation of glucose especially by the liver from fats(glycerol) and protein(amino acid) 2. Corisol’s prime metabolic effect is to provoke gluconeogenesis 3. Synthesis of glucose from lactic acid and from noncarboyhydate molecules-major target of glucagon in the liver 4. A reaction that occurs in the hypoglycemic state to make glucose available 2. Hypothalmic

English Midterm

852 words - 4 pages Engelsk terminsprøve Opgave B Summary The story is about a man called Ramesh and his grandmother. They are on a plane, on their way to England to visit Ramesh´s sister, and her family. Ramesh is studying to be a doctor, but he doesn´t want to. He would like to be a telephone salesman. He breaks the news to his grandmother, and she does not like it. She tells him how disappointed she is, and asks him how she could ever look her neighbours in

Midterm Review

2994 words - 12 pages ECON MIDTERM #1 Chapter 1: 1. What goods and services should be produced? * “guns versus butter” decision: * Which of the following is the best example of "what goods and services should be produced?" Selected Answer: the production of SUV’s versus the production of sub-compact cars * Which of the following is an example of how the question of "what goods and services to  produce?" is answered by the command process

Lupus Midterm

1139 words - 5 pages The Lupus Foundation of America approximates that there are around 1.5 million Americans affected by a form of lupus (Rooney 54). There are two main factions of lupus: systemic lupus erythematosus (SLE) and discoid lupus erythematosus (DLE). The popular depiction of lupus as a disease associated with lesions and superficial symptoms is not necessarily an accurate portrait. Although Lupus Erythematosus gets its name from the Latin word lupus (wolf

Midterm Sample

990 words - 4 pages ? Why? b) Suppose project A and project B are mutually exclusive projects. What is the incremental IRR? Why? Which project should you choose, A or B? Why? (Hint: No need to calculate!) c) Should you accept project D? Why? (Hint: No need to calculate!) Chap 6: A typical case 0 1 2 3 OCF1 OCF2 OCF3 -initial cost aftertax salvage value (mk salv-(mk salv-bk salv

It Midterm Exam Study Guide

3334 words - 14 pages MidTerm Exam Multiple Choice Identify the choice that best completes the statement or answers the question. __B__ 1. ____ is an important component of every information system that helps organizations to achieve their goals. a.|Hardware|c.|Feedback mechanism| b.|Software|d.|Data| __C__ 2. Many excellent computerized information systems follow stock indexes and markets and suggest when large blocks of stocks should be purchased or

Urbs 380 Midterm Study Guide

749 words - 3 pages URBS 380 Midterm Study Guide: For multiple choice, true/false questions and short answer, you may be asked about the following concepts or issues: Neo-classical assumptions about markets Know the three different kinds of agglomeration economies – what is the difference between them? which one is significant for innovation? Diseconomies of scale – know definition Human capital Comparative advantage Know the three assumptions

Spring 2004 Midterm

1631 words - 7 pages an interest group can begin with one issue in mind and develop into another. Such is the case of the G.I. Forum, started by Dr. Hector P. Garcia. He was a medical examiner for the Veterans Administration in Corpus Christi. He noticed that his veteran patients (Mexican Americans) would have to travel all the way to San Antonio for hospital care. Many of them were either too sick or had to miss work to go. The problem wasn't that there weren't any

Govt200 Midterm Question 1

585 words - 3 pages What is globalism and its effects on the modern political world? “Economic globalization is a historical process, the result of human innovation and technological progress. It refers to the increasing integration of economies around the world, particularly through the movement of goods, services, and capital across borders.” (Rourke Pg. 5) As our textbook implies globalization started to take of in the 1980’s. Some of the reasons for this

Week 5 midterm

2090 words - 9 pages Question 1 1 out of 1 points A CSIRT model that is effective for large organizations and for organizations with major computing resources at distant locations is the ____. Selected Answer: Correct distributed CSIRT Correct Answer: Correct distributed CSIRT Question 2 0 out of 1 points The first group to communicate the CSIRT’s vision and operational plan is the managerial team or individual serving as the ____. Selected Answer

Related Papers

Midterm Social Media Case Study

1060 words - 5 pages Midterm: Social Media Case Study Brief Company History Coca-Cola was first introduced to the market in 1886 and has since been the leader, manufacturer, distributor and marketer within the carbonated soft drink and syrup industry ever since. The worlds leading soft drink was developed by John Pemberton, originally designed to work simply as a carbonated machine. Later, the formula Pemberton created was sold in a pharmacy for a mere five

Esepsy 1259 Midterm Reflection Essay

1314 words - 6 pages I am used to living. The first concept we learned about in this class had to do with motivation. Motivation had always been a problem for me. With this problem, studying was what I had the hardest time dealing with. One of the strategies I learned in the first chapter to deal with this problem was increasing my level of interaction. For example, when I study for exams, I usually just study off the practice exams. This is usually the case when

Art Midterm Essay

1390 words - 6 pages Part 1 1. Dornic order and Ionic order 2. The metopes, the pedimental sculptures and the frieze 3. Flying buttresses, pointed arch and the ribbed vault. Robert of Luzarches, Thomas de Cormont and Renaud de Cormont. 4. The Cathedral of St. John the Divine`s east end is built in the Romanesque style. The solid granite columns surround the High Altar and ambulatory, the tiled barrel-vault ceilings and the crossing under the dome

Mkt569 Midterm Essay

2012 words - 9 pages Using examples for precise illustration, explain how BMW has planned innovation and new product development to manage its technology life cycle, i.e., product life cycle The ways in which BMW has planned innovation, and new product development, to manage their technology life cycle and product life cycle, has been accomplished through consistent innovation. In consideration of the life cycle of BMW, there are many factors taken into account