Marketing: An Introduction (13th Edition)
13th Edition
ISBN: 9780134149530
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Chapter 12, Problem 12.14MA
Summary Introduction
Case summary:
The advertiser using percent on sales method set his advertising budget on present or forecasted sales. But, percentage is not clear. Marketers view industry average and competitor spending for evaluation. Websites and other trade publications give data about the industries that help the marketer to set the percentage.
Company G is the number 2 auto insurer with revenue of $17 billion previous year. Company G spends $1.1 billion on advertisement at present and continues to spend the same percentage next year. The average advertising to sales rate for I Industry is 0.1 %.
Introduction:
An advertisement is an announcement made to capture the attention of the people and attract them to buy the goods. Advertisements are done through magazines, newspapers, television, online, and so on.
To determine: The budget of Company G based on advertising spending on industry advertising to sales ratio and Company G consistent with average industry advertisement spending
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TASK DESCRIPTION
Successful brand extensions allow companies to diversify their offerings and increase their market
share. Brand extension will provide any company a competitive advantage over its rivals that do not
offer similar products.
You are expected to select a live/real organisation which is suitable to the task and launch a new
product/service.
Please discuss with your lecturer your choice before proceeding.
For your Portfolio you need to complete the following tasks:
1. Develop a new brand extension for the organisation you have selected for one of their
product/service.
2. Determine segmentation, targeting and positioning for the new brand extension.
3. Develop a detailed customer personal profile for the new brand extension, including demographic
and psychographic information.
4. Develop the marketing mix strategies for the new brand extension (4Ps/7Ps).
**what are the Raw Materials and Human Rights Concerns in the Apple Company
Chapter 12 Solutions
Marketing: An Introduction (13th Edition)
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