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ASU MKT 425 Country Manager Quiz fully solved & verified for accuracy
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ASU MKT 425 Country Manager Quiz fully solved & verified for accuracy
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ASU MKT 425 CountryManager Quiz fully solved &
verified for accuracy
What is the name of your brand? - answer Allstar brands: makes
Allsmile (toothpaste brand)
Allstar brand - answer -formed in 1924
-multi-national consumer products company
-sells ethical pharmaceuticals, OTC drugs and consumer products
-divisions: ethical drugs, consumer healthcare and consumer
products
-each division has a group of category managers
-13% of world toothpaste market
Allsmile - answer -key asset of Allstar brand
-produced in the U.S., Germany and Australia
-21 SKUs available (48 with pump)
World toothpaste market - answer -world sales are ~$20 billion
-U.S. sales were $3.4 billion last year
Who are the competitors? - answer -Britesmile
-Bancav
-Clean & White
-Caregate
-Dentacare
, -Eversmile
-Local brands
-Regional brands
How is each market segmented? - answer -economy (basic cavity
protection at a low price)
-healthy (tartar control and disease prevention for healthy teeth)
-white (seeks whiter teeth)
-kids (seeks a good tasting product that appeals to children)
Toothpast formulation - answer -economy (original fluoride
formula)
-healthy (fluoride plus hydorgen peroxide)
-white (fluoride plus abrasive material)
-kids (fluoride plus special flavoring)
Toothpast packaging and formulation variations (SKUs) - answer -
sizes: small (25g), medium (75g) and large (150g)
-delivery systems: tube and pump (pump in future)
-texture: paste and gel
-benefit: economy, white, healthy, kids
Usual approach for market entry (SKUs) - answer introduce just
four SKUs and review performance before investing in additional
resources
Demographics - answer -families
-younger
-older
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