Essay on Chipman Union Odor Eaters
In this case, first of all, the product will be evaluated focusing on the …show more content…
Consistent with this trend, price of Odor-Eaters ranged from $1.79 to $2.49 a pair. According to the results of consumer research, respondents tended to select $1.99-2.49 a pair more than $1.79-1.99 a pair. In other words, consumers tended to prefer expensive one to slightly inexpensive one. As indicated above, price range including Odor Eaters was a rapidly growing market, and the high price strategy seems to have been reasonable.
Basically, GFM marketing program suggested that advertising strategy should be targeted to female heads of households, because those female heads were main purchasers of hosiery. The female heads of households represented 65million men. Accordingly, it is very important to find media appealing to this consumer segment. Traditionally, advertising in the hosiery industry was primarily concentrated on print advertising. One of the most important objectives of the advertising campaign of Odor-Eaters was to produce brand awareness of Odor-Eaters socks. According to