Marketing: An Introduction (12th Edition)
12th Edition
ISBN: 9780133451276
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Chapter 7, Problem 7.12MA
Summary Introduction
Case summary:
The new product in the beauty market of cosmetic is the Cream B that mixes various benefits of skin care into a product. However, rather than generating a new demand, this product can cannibalize the existing products sales like sunscreens, primers, moisturizers, anti-aging creams and the foundations provided by the manufacturers of cosmetic.
Though, the new Cream B would garner a larger price for the manufacturer, it also comes with a larger variable costs.
Characters in given case:
Cream B
To determine: The brand development strategy that Company C is undertaken.
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Marketing: An Introduction (12th Edition)
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