Market position of the 'tempo stylon' & 'tempo junior' felt pens in relation to their main competitors in France
Abstract:
In October 1975 Gillette decided to enter the low- cost end of the market with a model retailing known as the "TEMPO Junior". In terms of writing performance, the "Stylon" and "Junior" models meet the same standards and are differentiated only by design features. Introduced to coincide with the sales boom at the start of the school year, the TEMPO Junior met with poor success. Consequently, the Marketing Division of GILLETTE FRANCE considered that a more incisive sales strategy was needed, and commissioned the study described below with a view to assisting its formulation on a number of points.
This could also be of interest:
Research Papers
The position of motivational research
Catalogue: The European Marketing Research Review 1967
Author: Guy Serraf
 
August 1, 1967
Research Papers
The position and role of research within strategic marketing planning
Catalogue: ESOMAR Congress 1981: Research For Profitability
Author: Richard S. Halpern
Company: The Coca-Cola Company
August 23, 1981
