Your task is to help the marketing team at Rexona who is anxious to shake up things a bit. As a challenger brand, they could try to steal share from Nivea. Alternatively, given the 46% market penetration, the team could see this as an opportunity and try to grow the market. Before they make a decision, they need to be able to calculate the Marketing Return of Investment for the four different strategic options. To help their decision making, they compiled the data in a case. The full case is going to be distributed in week 6.
In fact, the team has already selected their primary strategy regarding which strategic quadrant to focus on. However, to convince top management and to have more confidence in their chosen strategy, they need to calculate the market potentials for each strategic quadrant. Please help them by doing the 4B analysis (bodies, beliefs, behaviors, bucks) for each strategic quadrant using the data provided in the case. You will need to make some assumptions. Please specify them.
1. Acquisition/stimulate demand: (15%)
2. Acquisition/earn share: (15%)
3. Retension/stimulate demand: (15%)
4. Retension/earn share: (15%)
5. Recommend ways of increasing the conversion rate for each strategic quadrant. (15%)
6. On which quadrant should the marketing strategy focus on? Why? (20%)
7. Format, grammar, writing, clarity (5%)
it shouldn’t be any citation .
I uploaded two files. The first one includes the subject of the assignment and related documents. The other is an example of how homework should be. It is important that you examine both of them.
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