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Brand Management of Do-the-Wild-Thing

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Suppose you are the brand manager for Do-the-Wild-Thing, an unscented deodorant shampoo aimed at Generation-X members. Sales of your product have been declining. Exploratory research suggests your brand is not price competitive. Outline a research plan that would provide you with the information you need to decide what to do. Explain why you selected certain methods and not other ones.

Kotler, P. (2003). Marketing Management, 11/E. Prentice Hall. Chapters 4-5, Pages 89-157.

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As a brand manager for Do-the-Wild-Thing, I would first find out the prices of other unscented deodorant shampoos in the market. This can be found from published sources, that is secondary data. In addition, the prices of the competitive offering can also be ascertained from the price-lists of competitors. The stores that stock Do-the-Wild-Thing can also provide information about the prices of ...

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