• Diaper War: Kimberly-Clark vs. Procter & Gamble (Condensed) (Baby SBU)

The target market is New parents, Eco-conscious parents and budget-conscious parents.

Q1 Essay

What is your promotion mix for your target market?

Target Market	Advertising	Personal Selling	Public Relations	Sales Promotion	How Will You Set Your Budget?

Q2 Essay

How does the above relate to the target market's buying behaviors?

Q3 Essay

• Based on the above product strategy how will you price the product?
• What factors about the target market and the competition influence your decision?
• Q4 Essay

Describe the marketing audit and be sure to include measurable objectives and goals. See figure 17.10 in Mullins and Key success factors on page 236 of Valentin for ways in which to create objectives and measures.

You may also use a table like this or something similar

Stakeholder	Goal	How it will be measured	Target
Employees	Improve expertise	Number that are trained	100% trained
Customers	What is your goal	How will you measure it	What is your targeted results
Shareholder	What is your goal	How will you measure it	What is your targeted results
Channels	What is your goal	How will you measure it	What is your targeted results
Other stakeholder, be specific

Q5 Essay

What are the ethical implications of your decisions? There are always some....

The table below can also be used for the audit in Q4

Strategy	Goal	How it will be measured	Target
Product Strategy	Improve quality	Customer complaints	50% fewer complaints
Channel Strategy	What is your goal?	How will you measure it?	Target result?
Price Strategy	What is your goal?	How will you measure it?	Target result?
Advertising and PR Strategy	What is your goal?	How will you measure it?	Target result?
Personal Selling Strategy	What is your goal?	How will you measure it?	Target result?
Sales Promotion Strategy	What is your goal?	How will you measure it?	Target result?
Ethical Audit Strategy	What are your ethical values?	How will you measure them?	Target results?