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Case study of Kiwi: Diagnosis of wallet of marks

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  1. Introduction
  2. Sensory marketing and music
    1. The emergence of sensory marketing
    2. The onset of ambient music
  3. Types of reaction to the Music
    1. Affective reactions and the symbolic dimension of music
    2. Cognitive symptoms
    3. Behavioral responses
  4. The control of a musical environment and its effect on the purchase behavior of consumers
  5. Choice and method validation
  6. Presentation and discussion of the results
  7. Conclusion
  8. References and notes

This document is a study on the company Kiwi. There are strategies of transfer of credits. The company is present in different markets. Among its products, two are after-shave. It seems that KIWI has neither the competence nor monetary resources to revitalize this segment.

It would be good to reduce the portfolio activities as this type of activity is easily marketable to a competitor focused on these products (Mennen, for example). The cash generated by this sale would be reinvested in the dilemmas. Another alternative, however, is revitalizing the range for the dilemma in passing (marketing details below).

The penetration strategy feels that the dilemmas are still very low. They will have to counter the attacks of competitors that have larger MDP. This direct competition in a rising market can cause permanent impact on the portfolio. Therefore, Kiwi must devote maximum cash to the development of these segments, in which there are two products, which represent a new form of products DPH that is more in tune with customer expectations (image care).

Kiwi Shoe Polish: the DAS, which benefits from the growth rate of the highest market portfolio of 48% in 1996, but Kiwi must be careful. In 1995, the market declined significantly (from 248.3 million in overall sales in ?94 to 163.9 in ?95). Admittedly, this product alone generates a lot of cash (12.7% of sales KIWI), but relies excessively on its future ability to generate cash flow, which can be hazardous.

Insecticide Catch: with 166 million sales in 1996 it is the most productive segment in cash (approximately 27% of total cash). As for waxing, the insecticide market has experienced a shift in ?95 (from 504.3 million francs in ?94 to 485.1 in ?95) but to start rising even more dramatic, reaching 639.6 million in ?96, then monitor, but without haste.

Tags: Kiwi Group, portfolio of Kiwi products, case study of the Kiwi Group

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