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Warner-Lambert Ireland: Niconil, HBS Case Study 9-593-008, Marketing Plan
This is a project for a final grade as part of an BBA degree.
Assignment Warner-Lambert Ireland: Niconil (Harvard Business School case study 9-593-008)
The project is to create a marketing plan for launching Niconil. The format should be word limited to 8 pages and include specific recommendations for target customers, price, positioning, promotional strategy and financial forecasts.
Frameworks to be used and referred to are Decision Making Process or customer journey, Decision Making Unit, 4 Ps, STP (Segment, Target, position process),Channel strategy (design and management), Awareness, Interest, Desire, Action (AIDA), Pricing concepts (sensitivity, elasticity, discrimination, bundling, structure), CVM (custome value management), CLV (Customer lifetime Value), and CRM.
As part of this marketing strategy include specifics concerning the sales forecast and supporting analysis and exhibits to rationalise and justify the recommended strategy. Do not use any information outside of the case study itself as it relates to the company and its performance or decisions as there have been developments to the company since the time of the writing of the case.
CORE ELEMENT
• Go beyond segmentations based upon customer identifiers, to models based upon the customer’s motivation to buy –what priority need does this group share?
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