3. Case keys: What is the key question, opportunity, or issue in the case? Key success factors: Determine the main factors that are vital to the success of the company (maximum of three factors). Key uncertainties: Determine the main factors that could seriously damage the chosen strategy (maximum of three factors). 4. Analysis of alternative solutions: Generate distinct, realistic alternative solutions to the problem. Identify all options; eliminate those that do not fit with goals, objectives, or resources. Discuss pros and cons. Build an argument to accept one and reject others; justify the choice in relation to the criteria for an effective solution. Address qualitative and quantitative considerations and include target segment and suggested marketing mix. Address key uncertainties that could seriously damage the chosen alternative.

Question 1.  Using the method discussed in the textbook section on attitudes (p153) and your experience with the product positioning project, finish developing the hypothetical multi-attribute table for three brands of toothpaste.  Be sure to explain the components of the table, differences among the brands and potential marketing application for each brand.  You will need to enter two brands and three attributes and speculate on the ratings of the brands you selected.  (You don’t have to survey real respondent for this question.)

 

A sample table is presented below.  You will have different numbers for the ratings when you develop your table.

		Crest		Select a Brand		Select a Brand
ATTRIBUTE	Importance Of Attribute	Rating	I*R	Rating	I*R	Rating	I*R
1. Anticavity	5	6	30
2. Select an Attribute	8	5	40
3. Select an Attribute	2	2	4
4. Select an Attribute	7	6	42
TOTALS	22		5.27*

*total of column  divided by 22

 

Give a brief description of the components of the table

• Attribute
• Importance
• Rating (Degree of the Presence of Attribute)
• Totals

THER IS MY TABLE BELOW

 

Toothpaste Brands Attribute Table

Brand:                                                            Crest                         Colgate                    Sensodyne

 

Attribute	Importance of attribute	Rating	I*R	Rating	I*R	rating	I*R
1,    Resulting Appearance(whitening)	4	3	12	5	20	3	12
2, Resulting Breath	5	5	25	4	20	4	20
3, sensitives	4	5	20	3	12	5	20
4, Medical Benefits (prevent cavities)	2	2	4	5	10	5	10
Totals	15		3.75	17	4.25		4.25

 

 

 

Question 2.  Extend on a hypothesis testing project idea about the potential influence of Corporate Social Responsibly (CSR) on perceptions of brand attributes and purchase intention.

 

Design a study and rating scale instruments to explore the possible effect.   How would you quantitatively measure the following?

• Changes in brand attribute perceptions based on CSR information about the brand.
• Change in brand purchase intention based on CSR information about the brand.

For example, think about how perceptions of product quality might change if consumers knew that a company was good or bad on CSR.

 

Also think about the following:

• How would brand perceptions change if the consumer had a strong or weak existing brand perception?

For example, if someone has a strong positive attitude about a brand, how would new negative information about the brand’s CSR affect how they felt about the brands attributes (e.g., quality, reliability, prestige, etc.)
How would you measure existing brand attitudes on a rating scale?
Don’t use open-ended questions and think about an experimental design (A-B testing) with a control condition.  (For example, in A-B testing one random group of the respondents would get different CSR information than another random group of respondents.)