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CAZUL XVI: KAO

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4. Criza firmei Kao n Singapore Produsele firmei Kao erau vndute n Singapore de cinci ani. Atunci Kao a angajat, ca unic distribuitor n Singapore firma Bonstead Trading Sdn. Bhd. R FDV FRPHUFLDO HQJOH] FX RSHUD LXQL VHPQLILFDWLYH vQ 6LQJDSRUH L 0DODH]LD L vQ DOWH FkWHYD UL GLQ $VLD GH 6XG-Est.
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Segmentul secundar 30 39 ani Gospodine 4 persoane


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supermagazine
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Principalele medii
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reviste

magazin Apartament

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din segmentul analizat sunt cei din tabelul nr.2. Tabelul nr.2
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Marca Total Dearland Maggie Black Beauty Aichi Kose Shiseido Kanebo Pias Max Factor Coty
$FWLYLW

Prezentare

Anul precedent 100 26 4 1 1 15 0 11 5 9 8

Anul curent 100 16 3 1 0 11 10 14 6 6 5

Tub Tub Tub Tub


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consumator (USD/100g) 7,90 7,00 6,50 6,00 4,80 6,00 5,50 6,00 12,00 14,00

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Tabelul nr.3
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Publicitate
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vnzare

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eficiente Primul pe
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Kose

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principal
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pentru cosmetice Numai n


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125%

Max Factor

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numai n magazine

Nu are

pentru cosmetice

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128%

8. Politica produsului
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este ale consumatorilor. Obiectivul primar FRQVW vQ SR]L LRQDUHD

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8.2. Numele produsului


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refreshment). Interviuri

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Tabelul nr.4
6758&785$ 35( 8/8, 818, 78% '(  '( *5$0(

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merciant, din care:


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USD 3,90 374,40 300,00 230,00 70,00

100 77 23

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vnzare

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are

12. Publicitatea Obiectivul primar


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29 de ani;

gospodinele ntre 30 39 de ani;


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29 de ani.

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a segmentului de
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sloganul va fi Gentle even on delicate skin;

Bugetul publicitar repartizat pe medii este prezentat n tabelul nr.5. Tabelul nr.5 BUGETUL PUBLICITAR PENTRU PRODUSUL BIORE Mediul publicitar Televiziune Radio Cinema Magazine Ziare Puncte de
FXPS UDUH 3URGXF LH

Bugetul (USD) 110.000 30.000 20.000 30.000 25.000 35.000 10.000 10.000 270.000
ULORU

Impactul dorit Comunicarea atributelor produsului n general Informarea grupului de tineri Comunicarea atributelor produsului grupului de tineri
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Informarea tuturor, n general


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Altele Total

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Obiectivul primar

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Tabelul nr.6
%8*(78/ 352029 'HVWLQD LD 5,, 91= 5,/25

Suma (USD) 70.000 60.000

Promovarea la consumator
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Total
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130.000
HVWLPHD] YkQ] UL GH

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primului an de utilizare a programului pentru Biore este prezentat n tabelul nr.7.

Tabelul nr.7 BUGETUL PRIMULUI AN


3R]L LD  9kQ] UL GLQ FDUH

costul bunurilor vndute

2. MDUMD EUXW D SURILWXOXL 3. Cheltuieli de marketing publicitate


SURPRYDUHD YkQ] ULORU

Suma (USD) 1.724.000 1.328.000 396.000 270.000 130.000 175.000 -179.000

Procente 100 77 23 16 7 10 -10

cercetare de marketing
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de marketing Conducerea firmei Kao treEXLH


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ncununate de succes. Probleme de rezolvat: 1. 2. 3. 4.


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