Lemon Max

Information and surveys showed that 75% of Canadian household use 1 or more mouthwash brands. The company’s market research revealed that users could be segmented to 'heavy' users that comprised 40 % of all users and to 'medium' users that comprised 45% of all users and to light users that comprise 15%.

Overall, Scope has a strong presence in the market for mouthwash. It has the leading market share in the Canadian market. Consumers that purchase Scope do so because it is better tasting than other mouthwashes that prevent bad breath. Scope excels in food stores, but has room to increase sales in drugstores because that is where most mouthwash purchases occur. With the introduction of Plax, Scope’s market share could potentially be threatened. The market is shifting towards health related benefits of mouthwash and not just fresh breath and good taste.

In order to gain market shares through the low-income segment of the Brazilian market, Unilever should launch a new Detergent Powder brand at an affordable price, which could replace in the long-run Campeiro, its cheapest brand. However this strategy is not without any risks, since it can lead to the cannibalization of Minerva.

Terri’s next set of questions concern brand positioning. Dawn has a dominant place in Terri’s mind. Positioning is the attempt of a brand to occupy the space of a consumers mind. A more detailed definition comes from the AIU textbook entitled Marketing Management which states, “ Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market”(Kotler & Keller 2009).One drop of Dawn completing a sink full of dishes is the goal it helps consumers achieve. Dawn positions itself has a unique liquid with power scrubbers. In the consumers mind they see little power scrubbers that eat and destroy the grease particles in the water and on the dishes. No other dish washing liquid claims to have tiny power-scrubbers in their liquid that fight and destroy grease.

The key to successful pricing is to match the product with the consumer's perception of value.

Unilever, founded in 1929, is an Anglo–Dutch multinational consumer goods company. Its headquarters are in London, England and in Rotterdam, Netherlands as well. It is the world's third-largest consumer goods company as of 2012. It is also one of the oldest multinational companies in the world, its products include food, beverages, cleaning agents and personal care products. And these products are available in 190 countries.

Price is one of the most important components in regard to a marketing mix. Price is important to virtually all consumers although some concern themselves with perceptions of value as well. Kudler is positioned in the higher end of the price spectrum with a "premium" product position. This position requires Kudler to

When trying to determine the correct price, a number of factors must be considered: the market and its segments, the size of each segment, the ability to reach each segment, what distribution channels to target, whether to vary price by segment, the usefulness of promotional offerings, and whether the goal is to skim or penetrate each market.

The moment that processed food items hit schools and fast-food chains the diets of American children changed forever. Allowing anyone to go one of these locations and have a cooked meal in a matter of minutes was revolutionary. For instance, “In 1965, a married women who did not work spent over two hours per day cooking and cleaning up from meals. Later in 1995, the same tasks took less than half the time. The switch from individual to mass preparation lowered the time price of food consumption and led to increased quantity and variety of foods consumed.” (Cutler, p.3) After the increase in quantity and the price dropping. Fast-food chains quickly became a place to have a fast meal. Working in the fast pace world not time to sit and cook a

Describe and give examples of some of the following types of pricing objectives: profit, market share, competitive effect, customer satisfaction, and image enhancements.

By increasing successful and ideal operations and strengthening relationships with their customers, companies existing in this market diminish the significance of threat over newly accepted competitors. Toothpaste companies are still growing strongly, therefore additional firms are trying to enter the market to benefit from the increasing profits. However, most toothpaste companies have already made their name and their customers stay loyal to their brand, therefore it is hard to get into this market. With toothpaste being such a popular item and an essential in households,

Seeing the company records of Canadian Mouthwash Market Shares for past three years, I feel that the performance of scope in market was consistent despite the arrival of new products in market.

Price interacts with all other elements of the marketing mix to determine the effectiveness of each and of the whole. The objectives that guide pricing strategy should be a subset of the objectives that guide overall marketing strategy. Thus, it is probably wrong to view price as an independent element of marketing strategy or to assert that price, by itself, is a central element in the marketing mix.” (Webster, 1979)

Curtis et al (2001) noted that modern methods of promoting handwashing can be effective and cost-effective on a large scale. Studies suggest that soap is widely available, even in poor households in developing countries, although it is mostly used for bathing and washing clothes (Borghi et al, 2002). In rural India and Bangladesh, soap is often considered a beautifying agent or for the physical feeling of cleanliness which it gives, rather than being associated with the removal of microorganisms or health benefits (Hoque and Briend, 1991; Hoque et al, 1995).

Price – Price is also important because company should set the price according to the quality of their product and to achieve the target of sales they must set the price which can beat all of their competitors who are selling the similar products. Customer must get the value for his money.