MARKETING
7th Edition
ISBN: 9781260087710
Author: Grewal
Publisher: RENT MCG
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Chapter 18, Problem 1CCS
Summary Introduction
Case summary:
Company P has taken many steps for marketing their product in the market. At present the company wants to promote their new product PM. The name of the product itself dignifies a consistent message about the product. The company have also posted many videos about the product in the video channels and have promoted the product through many celebrities.
The company have entered the newest channels for their product promotion. The advertising strategy was indoor and outdoor. The company finally tapes the reaction of the people regarding the advertisements in the famous video channel.
Characters in the case:
- Company P
- Product PM
To discuss: The channels that are used in communicating the marketing message of product PM and rank them according to the impression of person X.
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Adapted from: (Case 18. Nando’s International: Taking chicken to the world. Re-printed with the kind permission of De WitsBusiness School. http://cws.cengage.co.uk/hoffman/students/cases16-18/case_18.pdf)Q1. Assess the reasons behind Nando’s struggles to establish profitable operations in foreign markets such as Australia, theUK, and Canada. Additionally, propose two alternative market entry strategies that could have been more effective in theseregions, and justify your recommendations.
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