Marketing Case Assignment

DERMAVSESCENT LABS CASE STUDY

Backdrop issue to consider: 

What are the pros/cons of commissioning the test market recommended by the research firm and Heather Courtwright?

Central questions:

[1] Based on Soft and Silky’s sales performance through 2005, results from the focus group studies and the performance of analogous products, should the aerosol container concept be pursued further?

[2] What are the economics of the 5 and ½ -ounce tube container, the 5 ½ ounce aerosol container, and the 10 ounce aerosol container?

[3] Assuming the research firm’s four forecasts for the combined products shown in Exhibit 5 are reasonable, what incremental contribution can be expected in 2006 for the Soft and Silky brand for each forecast?

[4] What action would you recommend in this situation?

3-4 Pages long

CASE ATTACHED BELLOW THROUGH PICTURES