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Pros
Cons
Using
H80
to
launch
a
new
Performan
ce Brand.
Using
H80
to
launch
a
Specialty
brand.
Using
H80
to
enhance a
current
Performan
ce Brand.
Consider
launching
a
new
brand
in
the
Mildness
segment.
Consider
launching
a brand in
the Price
segment.
Increasing
advertisin
g spends
for
current
brands.
Recommendation:
Reposition Joy with no-spot formula (not evaluated above) with zero
capital investment and only $10 million marketing expenses.
Increase advertising spend for current brand Ivory effective
immediately (using $3 million reduction in COGS due to repositioned Joy)
to encourage repurchase amongst consumers so that the market
leadership position is maintained.
Introduce an enhanced Dawn brand using H-80 after 3 years, while in the
meantime allowing the current Dawn to drive the sales in the
performance segment.