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商品編號： 9-516-004 出版日期： 2015/08/24 作者姓名： Dolan, Robert J.;Ngwe, Donald 商品類別： Marketing 商品規格： 21p 再版日期： 2017/03/03 地域： 產業： Food;Food & Beverage 個案年度： -
商品敘述：
In 2012 Planters had about $1 billion in U.S. annual revenues, but had experienced declining unit sales and household penetration over the past six years. The snack nuts category was growing overall, but household spending was shifting away from peanuts, cashews, and mixed nuts-Planters'' core business-to almonds and pistachios. A new brand management team for Planters had to develop a plan to reinvigorate the still largest brand in the category, and specifically to decide whether to focus on rebuilding its traditional product categories or on attempting to capitalize on the newer nut categories. Central to this process were questions of segmentation, targeting, and positioning.
涵蓋領域：
Marketing;Marketing strategy;Product positioning;Consumer behavior;Target markets;Market segmentation
相關資料：
Case Teaching Note, (5-516-107), 15p, by Robert J. Dolan, Donald Ngwe
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