Abstract:

In 1967, 18% of housewives use MOUSPA, a household product launched in 1962. The commercial strategy of the Firm manufacturing MOUSPA is based on an expansion of the market for this product, while at the same time consolidating the positions it has already acquired, and we were asked by the Marketing Department to supply them with the information necessary for an optimum elaboration of this policy which includes both defensive action and attack. In other words, the problem was to evaluate, determine and describe the strata of the population constituting the immediate potential client or clients for the product, with a view to increasing the profitability of publicity and promotional investments at a time when the general policy of the firm rather tended to restrict them.