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Buy custom Strategic Marketing Plan FOR WEATHERPRUF PLC

Essay's paper info
Topic: Business
Number of pages / Number of words: 9 / 2308
Essay's paper body

(Thus exploiting the new opportunity / market share growth in the child / mother segment)

4) To reposition the wax products within the consumers minds, including building awareness of Weatherpruf's new product range.

5) Grow volume of wax ? through existing links / retailers.

3.0 Situational Review (Where are we now?)

3...


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The industry is served by two distinct markets:

i) Solid Wax

ii) Liquid-based Polish

Wax Market

This is the traditional market for shoe polish, which has been established for over 100 years.

In 1999/2000,

Volume turnover: 200 million units

Sales Turnover: ?40 million

Growth Rate: 0% (For the past 5 years the solid wax market

has been static)

Unit Price: 20p per unit

Variable costs: 15p per unit (Weatherpruf)

Wax Market: 10 million (contribution to fixed costs and profit)

Liquid Market

The shoe polish industry was revolutionised in 1990, with the introduction of a liquid based polish...


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