Question
Now that SC Johnson's OFF! Clipon product has been in the market for some time and it is transitioning to the growth stage of the
Now that SC Johnson's OFF! Clipon product has been in the market for some time and it is transitioning to the growth stage of the PLC, the product management team wants to verify that they still have the correct price based on comparison with their #1 competitive rival.
Based on the information in the case brief, calculate the boundaries of price for the OFF! Clipon product that SC Johnson should consider going forward for this product?
a)What is the Reference Retail Price? Record the number and explain how you arrived at it. (3 marks)
b)What is the Upper Retail Price Boundary (same as "Exchange Value")? Record the number and how you arrived at it. (6 marks)
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Advertising Promotion And Other Aspects Of Integrated Marketing Communications
Authors: Terence Shimp, Craig Andrews
9th Edition
978-1111580216, 1111580219
