QUESTIONS

SUAVE (C)

Questions
1. Why is Tom so worried? Give as many reasons as you can. What is Ellen
Vallera saying and why?

2. Has marketing support for SUAVE decreased, increased or remained the

same over the years?

3. Has fragmentation in the product category decreased, remained same or

increased over the years (in the market)? What will be its impact on
SUAVE?

4. Calculate growth in dollar sales in SUAVE shampoo and SUAVE line in

percentage across years. Do the same for any other brand (only shampoos)

5. Who buys SUAVE?

6a. What do you know about brand loyalty in the market in general and of
SUAVE in particular?

6b. Is there cross-purchasing between high-priced and low-priced brands?

7. Draw a graph with axes: x = price per ounce and y = share of spending
(A/S) and show all brands

8. Analyze Competition

9. Draw a table comparing SUAVE with Other Brands on Price/oz, Share of

Ad spending, % of marketing budget dedicated to ads, consumer
promotion, trade promotion; Strategy, Consumer, Line Length, Competition

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10. Why Advertise?

11. Has Advertising helped SUAVE? If yes how? If no, why advertise now?

12. Who should be the target of Advertising?

13. Media Allocation: What should be do?