Company SD was the first brand for women in 1956; this brand had a good market position. However, in later stages, Company SD started losing its brand image in the market due to competition. The main challenge faced by the company was to change it, according to the new generation. The main thought described in the case is “purpose-driven marketing”. PG acts as an initiative for Company SD. This case talks about how social media is used in brand building. The case mainly speaks about the connection between brand management concepts and fundamental customer behaviour. Characters in the case: Company SD Company PG Introduction: The activities for communicating, creating, exchanging, and delivering the offerings that are beneficial to the company, customers, shareholders, and society is known as marketing. To discuss: The “purpose-driven marketing” from brand management and product perspective at PG.

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Chapter 11, Problem 1VC

Summary Introduction

Case summary:

Company SD was the first brand for women in 1956; this brand had a good market position. However, in later stages, Company SD started losing its brand image in the market due to competition. The main challenge faced by the company was to change it, according to the new generation.

The main thought described in the case is “purpose-driven marketing”. PG acts as an initiative for Company SD. This case talks about how social media is used in brand building. The case mainly speaks about the connection between brand management concepts and fundamental customer behaviour.

Characters in the case:

Company SD

Company PG

Introduction:

The activities for communicating, creating, exchanging, and delivering the offerings that are beneficial to the company, customers, shareholders, and society is known as marketing.

To discuss: The “purpose-driven marketing” from brand management and product perspective at PG.

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