1、1本科毕业论文开题报告工商管理中小环保型企业市场营销模式探究一、选题的背景与意义MARKETINGPLAYSIMPORTANTROLEINCORPORATIONNOWADAYS,HOWEVER,MARKETINGSEGMENTATIONISTHEPRIMARYGOALFORACORPORATIONITPOINTOUTTHEROUTEFORTHEFUTUREFORSMALLBUSINESS,ESPECIALLYENVIRONMENTALFRIENDLYCOMPANY,THEWHOLEINDUSTRYISQUITEDIFFERENTCOMPAREWITHTRADITIONALINDUSTRY,WH
2、ICHMEANSFINDTHEIRTARGETMARKETISNECESSARYANALYZETHISTOPICCANSHOWSHOWMARKETSEGMENTATIONWORKSINNEWINDUSTRY,WHILEATTHESAMETIMEFINDOUTHOWENVIRONMENTALFRIENDLYCOMPANYINFLUENCEMARKETSEGMENTATIONSTRATEGIESIUSEECOMAGICASANEXAMPLEECOMAGIC,ANENVIRONMENTALLYFRIENDLYLUBRICANTANDCLEANSER,ISCURRENTLYFACINGPOORSALE
3、SASSUCH,MRWINDUSTRIESHASREQUESTEDAVIABLEMARKETINGPLANBEPRODUCEDTOIMPROVETHEPRODUCTSBRANDAWARENESSANDINCREASESALESTHEENVIRONMENTALANALYSISCONDUCTEDREVEALSTHATTHEECOMAGICPRODUCTHASSEVERALSTRONGADVANTAGES,SUCHASITSVERSATILITY,ITSECOFRIENDLYNATURE,ANDTHEFACTTHATITISLOCALLYPRODUCED,BUTALSOFACESMANYCHALLE
4、NGES,BOTHINTERNALANDEXTERNALINTERNALLY,ECOMAGICSUFFERSFROMUNSATISFACTORYPACKAGINGANDAPOORLYCONSTRUCTEDPRODUCTWEBSITEEXTERNALLY,THEPRODUCTFACESNUMEROUSCOMPETITORS,MOSTOFWHICHAREPRICEDLOWERTHANECOMAGICANDOFFERGREATERSELECTIONBCEINCISATELECOMMUNICATIONSSERVICEPROVIDER,OFFERINGARANGEOFPRODUCTSANDSERVICE
5、STYPICALOFTHEINDUSTRYTHECOMPANYCOMPETESAGAINSTTWOOTHERGIANTSINTHEINDUSTRY,TELUSANDROGERS,ANDTHETHREECOMPANIESCOLLECTIVELYCONTROLABOUT95OFTHEMARKETASSUCH,EACHCOMPANYOFFERSVERYSIMILARPRODUCTS,SERVICES,ANDPRICESTHROUGHANUMBEROFSUBSIDIARYCOMPANIESTHEREISLITTLEDIFFERENTIATIONINTHEINDUSTRYANDTHUSLITTLEGRO
6、WTHTOCOMBATTHISSTAGNATION,BCEHASANUMBEROFSTRATEGICALTERNATIVESTOCHOOSEFROM,DRAWINGONTHEIROWNCOMPETENCIESSUCHASEXPERIENCE,EFFICIENCY,ANDEXISTINGINFRASTRUCTURE,AS2WELLASEXTERNALOPPORTUNITIES,SUCHASTHEINCREASINGRELIANCECONSUMERSHAVEONTHEINTERNETANDTHEINCREASEDDEMANDFORWIRELESSSERVICESTHREEALTERNATIVESW
7、EREDEVELOPEDONE,CONVERTWIRELINECUSTOMERSTOWIRELESSTWO,APRICELEADERSHIPSTRATEGYOFINCREASINGMARKETSHAREWITHLOWERPRICESANDBETTERSERVICESANDTHREE,OFFERNEWINTEGRATEDSERVICESWITHNEWTECHNOLOGYBCEINCISACANADIANTELECOMMUNICATIONSERVICESPROVIDERTHECOMPANYDIVIDESITSBUSINESSINTOTHREESEGMENTSWIRELINE,WIRELESS,AN
8、DREGIONALTELECOMMUNICATIONSERVICES二、研究的基本内容与拟解决的主要问题THISPAPERDISCUSSESTHEEXISTINGCONSUMERKNOWLEDGEDEALINGWITHASPECTSOFPRESTIGE,ANDBASEDONTHISLITERATURE,DEVELOPSACONCEPTUALFRAMEWORKUSEFULFORTHEANALYSISOFMARKETING,ACCORDINGTOWIKIPEDIA,AMARKETSEGMENTISASUBSETOFAMARKETMADEUPOFPEOPLEORORGANIZATIONSWITHON
9、EORMORECHARACTERISTICSTHATCAUSETHEMTODEMANDSIMILARPRODUCTAND/ORSERVICESBASEDONQUALITIESOFTHOSEPRODUCTSSUCHASPRICEORFUNCTIONBCEASATELECOMMUNICATIONCOMPANYINCANADA,THEIRMARKETSEGMENTATIONSTRATEGYISQUITEUNIQUE,ANDITISALSOWORTHWHILETOANALYSETHEREARETHREEMAJOROBJECTIVESNEEDTOBESOLVEDTHEMARKETINGOBJECTIVE
10、SOFMRWINDUSTRIESARETHREEFOLDTHEFIRSTOBJECTIVEISTOINCREASEGENERALPRODUCTAWARENESSOFECOMAGIC,HOPEFULLYACHIEVEDATLEASTINPARTTHROUGHTHEUSEOFSOCIALNETWORKINGTHESECONDOBJECTIVEISTOACHIEVEASALESGOALOF500,000PERYEAROVERTHENEXTFIVEYEARS,WITH1,000,000INSALESPERYEARBEYONDTHATTHEFINALOBJECTIVEISTOREFURBISHECOMA
11、GICSPRODUCT,PROMOTION,PRICING,ANDDISTRIBUTIONSTRATEGIESTOCAPTUREMARKETSHAREAPPROPRIATETOTHEPRODUCTSPOTENTIAL三、研究的方法与技术路线IUSESURVEYTOSETPOSITIONINGPLAN,PRODUCTPLAN,PROMOTIONPLANANDPRICINGPLANAFTERALLTHESEPLANSAREDONEWECOLLECTDATATODOMOREANALYZETHANIWILLMAKEAMODELTODOTHESALESTHEMASSMEDIAITSELFISFRAGME
12、NTINGWEARECELEBRATINGETHNICANDSOCIALDIVERSITY,RATHERTHANPOURINGEVERYONEINTOAHOMOGENEOUSMOULDANDTHEGROWTHRATEOFTHEPOPULATIONISSLOWINGWITHARESULTANTIMPACTONTHEDEMANDFORGOODSANDSERVICES”FURTHERMORE,SEGMENTATIONISAFTERMARKETRESEARCHTHEFIRSTSTEPINSTPANDHERBYTHESECONDMOSTIMPORTANTINTHEMARKETINGPROCESSMORE
13、OVER,IFFROMAMARKETINGSTRATEGYAPROPERSEGMENTATIONISMISSED,ITWILLDEFINITELYHARDENTHETARGETING,POSITIONINGANDEASILYMISLEADTHEWHOLEPROCESSACCORDINGTOKNOWTHISLLC19982008THEPROPERDEFINITIONOFMARKETSEGMENTATIONISTHEFOLLOWINGBECAUSEPEOPLEAREDIFFERENTANDSEEKDIFFERENTWAYSTOSATISFYTHEIRNEEDS,NEARLYALLORGANIZAT
14、IONS,WHETHERFORPROFITSORNOTFORPROFITS,INDUSTRIALORCONSUMER,DOMESTICORINTERNATIONAL,MUSTUSEAMARKETSEGMENTATIONAPPROACHTOTARGETMARKETINGTHISAPPROACHDIVIDESBROADMARKETS,CONSISTINGOFCUSTOMERSPOSSESSINGDIFFERENTCHARACTERISTICS,INTOSMALLERMARKETSEGMENTSINWHICHCUSTOMERSAREGROUPEDBYCHARACTERISTICTHEOBJECTIV
15、ESOFTHISSTUDYARETOPERFORMMARKETSEGMENTATIONFORASMEINTHEFROZENFOODSECTORTHESTUDYCOULDFORMABASISOFSEGMENTATIONFRAMEWORKFORASMELIKEEDENFARM,THEFRAMEWORKONCEDEVELOPEDFROMACADEMICLITERATUREWOULDHELPTOUNDERTAKEAMARKET6SEGMENTATIONINTHEFROZENFOODINDUSTRYWITHRELEVANTSEGMENTATIONCRITERIAWHICHWOULDFORMABASISO
16、FTARGETINGSTRATEGYFORTHECOMPANYINTHISDISSERTATION,THELITERATUREONMARKETSEGMENTATIONISREVIEWEDANDRELEVANTCRITERIAFORSEGMENTATIONINANINDUSTRYAREUNDERSTOODTHETYPOLOGYFROMTHELITERATUREIDENTIFYINGTHEVARIABLESFORSEGMENTATIONANDRELEVANTSTRATEGICTOOLSFORANALYSISOFTHESECTORISUSEDTODEVELOPAFRAMEWORKFORSEGMENT
17、ATIONINTHEINDUSTRYTHEFRAMEWORKISAPPLIEDTOCARRYOUTADETAILEDSEGMENTATIONOFTHEMARKETSFORFROZENFOOD,ANANALYSISISCARRIEDOUTTOUNDERSTANDTHETARGETMARKETSANDSTRATEGICTOOLSUSEDTOIDENTIFYTHETARGETMARKETSALONGWITHTHESEGMENTATIONOFTHEMARKETS,ANANALYSISOFTHERESULTSISCARRIEDOUTANDRECOMMENDATIONSAREPROVIDEDFORSTRA
18、TEGICGROWTHOFTHECOMPANYPRODUCTDIFFERENTIATIONANDMARKETSEGMENTATIONINAPPLESAUCEUSINGACHOICEEXPERIMENTTOASSESSTHEVALUEOFORGANIC,LOCAL,ANDNUTRITIONATTRIBUTESJENNIFERSJAMES,BRADLEYJRICKARD,WILLIAMJROSSMANRECENTLY,THEREHASBEENMUCHINTERESTAMONGHORTICULTURALPRODUCERSCONCERNINGTHEMARKETINGOFORGANICANDLOCALL
19、YPRODUCEDFOODACONSUMERSURVEYWASADMINISTEREDTHATASKEDRESPONDENTSTOCHOOSEANAPPLESAUCEPRODUCTFROMALISTOFPRODUCTSDIFFERENTIATEDBYPRICE,ANDBYLABELSTHATDESCRIBEDFATCONTENT,NUTRITIONCONTENT,ANDWHETHERTHEPRODUCTWASGROWNORGANICALLYAND/ORLOCALLYOURANALYSISINDICATESTHATCONSUMERSWEREWILLINGTOPAYMOREFORLOCALLYGR
20、OWNAPPLESAUCECOMPAREDTOAPPLESAUCETHATWASLABELEDUSDAORGANIC,LOWFAT,ORNOSUGARADDEDFURTHERMORE,WEFINDEVIDENCETHATINCREASEDKNOWLEDGEOFAGRICULTUREDECREASESTHEWILLINGNESSTOPAYFORORGANICANDLOCALLYGROWNAPPLESAUCEKEYWORDSAPPLESAUCE,CHOICEEXPERIMENT,CONSUMERDEMAND,FRUITANDVEGETABLEMARKETS,LOCALFOOD,MULTINOMIA
21、LLOGICMODEL,ORGANIC,PENNSYLVANIA,WILLINGNESSTOPAYLABELSCONTINUETOBEAKEYSTRATEGYFORDIFFERENTIATINGPRODUCTSINFOODMARKETSINRECENTYEARS,LABELUSAGETHATPROMOTESPRODUCTATTRIBUTESHASEXPANDEDANDBECOMEINCREASINGLYIMPORTANTFORMANYFOODS,INCLUDINGFRUITSANDVEGETABLESPRODUCTSSOLDINGROCERYSTORESAREOFTENDIFFERENTIAT
22、EDBYLABELSTHATMAKEREFERENCETOHEALTHCLAIMS,NUTRIENTCONTENT,INFORMATIONDESCRIBINGPRODUCTIONMETHODS,ANDGEOGRAPHICALINDICATORSORGANICLABELSARECOMMONLYUSEDFORBOTHFRESHANDPROCESSEDFRUITSANDVEGETABLESPRODUCTSTHATAREDIFFERENTIATEDASLOCALLYPRODUCEDAREMORELIKELY7SALESPROMOTIONCANBEDEFINEDASASHORTTERMINCENTIVE
23、TOENCOURAGETHEPURCHASEORSALEOFAPRODUCTMARKETERSINALMOSTALLCATEGORIESOFGOODSANDSERVICEINDUSTRIES,ATTEMPTTOBUILDPRODUCTCATEGORYNEEDS,CREATEBRANDAWARENESS,ANDFACILITATEPURCHASESTHROUGHEFFECTIVECOMMUNICATIONSANDSALESPROMOTIONCOMMUNICATIONISTHEPROCESSOFESTABLISHINGCOMMONNESSORUNDERSTANDINGBETWEENASENDERA
24、NDARECEIVERGEMMYA1999INTEGRATEDMARKETINGCOMMUNICATIONSISTHECOORDINATIONOFALLPROMOTIONALACTIVITIESTOPRODUCEAUNIFIEDCUSTOMERFOCUSEDMESSAGEPROFESSIONALSINTHEORGANIZATIONSARERESPONSIBLEFORINTEGRATINGANDCOORDINATINGALLCOMMUNICATIONSINORDERTODELIVERACLEAR,CONSISTENT,ANDCOMPELLINGMESSAGEABOUTTHEORGANIZATIO
25、NANDITSPRODUCTSINTEGRATEDMARKETINGCOMMUNICATIONSINWHICHSALESPROMOTIONISANINTEGRALPARTBEGINSWITHTHEIDENTIFICATIONOFCONSUMERNEEDSITINCLUDESMANAGINGEVERYASPECTOFTHEIMAGEANORGANIZATIONWANTSTODELIVER,WHICHINVOLVESCOORDINATINGTHELOOKANDFEELOFEACHELEMENT,ASWELLASCOORDINATINGTHETIMINGOFVARIOUSPROMOTIONELEME
26、NTSTHENTHEORGANIZATIONMUSTDELIVERTHATIMAGETHROUGHEVERYTHINGTHATTHEYDO,BECAUSEEVERYTHINGCOMMUNICATESSOMETHINGABOUTTHEBRANDBEINGPROMOTEDTHEINCREASINGCOMPLEXITYANDSOPHISTICATIONOFMARKETINGCOMMUNICATIONSREQUIRESCAREFULPROMOTIONALPLANNINGTOCOORDINATEINTEGRATEDMARKETINGCOMMUNICATIONSSTRATEGIESITISIMPERATI
27、VETOMENTIONHERETHATTHEOBJECTIVESOFCOMMUNICATIONSINCLUDEINFORMING,PERSUADING,REMINDING,ADDINGVALUEANDASSISTINGOTHERORGANIZATIONALEFFORTSTHECOMMUNICATIONPROCESSINVOLVESSIXBASICELEMENTSSENDERENCODER,MESSAGE,CHANNEL,RECEIVERDECODER,NOISE,ANDFEEDBACKSTUDENTSLEANTABOUTCELLULARPHONEFROMMANYSOURCES,MAINLYFR
28、OMFRIENDSANDFAMILIES,THROUGHADVERTISEMENTANDFROMTHEIROWNEXPERIENCEWHETHERAPROMOTIONANDADVERTISINGHURTORHELPABRANDISUNDERRESEARCHEDMELA,GUPTATWO,APRICELEADERSHIPSTRATEGYOFINCREASINGMARKETSHAREWITHLOWERPRICESANDBETTERSERVICESANDTHREE,OFFERNEWINTEGRATEDSERVICESWITHNEWTECHNOLOGYBCEINCISACANADIANTELECOMM
29、UNICATIONSERVICESPROVIDERTHECOMPANYDIVIDESITSBUSINESSINTOTHREESEGMENTSWIRELINE,WIRELESS,ANDREGIONALTELECOMMUNICATIONSERVICESTHEDEMANDS,COMPETITORS,ANDSERVICESARETHETHREEMAJORKEYFACTORSAREDETERMININGTHEDESTINYOFTHECOMPANYBCEISNOWFACINGTHEOPPORTUNITYOFTHEINCREASINGDEMANDONWIRELESSSERVICETHECANADIANWIR
30、ELESSMARKETISCHARACTERISEDBYLOWPENETRATIONANDACCELERATINGSUBSCRIBERGROWTH,DISCIPLINEDCOMPETITION,ANDSTRONGFINANCIALRETURNSONTHEOTHERHAND,THEDECREASESINDEMANDFORTRADITIONALLANDLINESERVICEDIRECTLYLEADTOTHEINCREASEDEMANDONWIRELESSSERVICEESSENTIALLYONESERVICEISCANNIBALISINGTHEOTHERTHEINCREASEDEMANDOFINT
31、ERNETUSAGEISANOTHEROPPORTUNITYFORTHECOMPANYHIGHSPEEDINTERNETHASBECOMEANIMPORTANTPARTOFANYMODERNCANADIANLIFESTYLE,ANDINTERNETUSAGEINCREASEDSIGNIFICANTLYINTHEPASTFEWYEARSSOMEACTIVITIESSUCHASVOIP,TELEPHONESERVICEWHICHREQUIRESTHEUSEOFINTERNET,ALSOTAKESOVERSOMEOFTHEDEMANDFORTRADITIONALLANDLINESERVICEBASI
32、CALLYSPEAKING,THEINCREASINGRELIANCEONTHEINTERNETFORDAYTODAYACTIVITIESISLEADINGTOANINCREASEDDEMANDFORINTERNETSERVICEHOWEVER,THEREISAMAJORTHREATPOSEDTOTHEINDUSTRYBCE,TELUS,ANDROGERS,THETOPTHREEMAJORTELECOMCOMPANIES,HOLDANAPPROXIMATELYEQUALMARKETSHARETHEYACCOUNTFOR94OFWIRELESSSUBSCRIBERSAND95OFWIRELESS
33、REVENUEMOREOVER,THESECOMPANIESPROVIDESIMILARASEACHOTHERSTHEREFORE,WITHSUCHLITTLEDIFFERENTIATIONBETWEENPRODUCTSANDSERVICES,ITWILLBEDIFFICULTFORANYONECOMPANYTOSTANDOUTAMONGSTCONSUMERSANDCAPTURESIGNIFICANTMARKETSHARETHESSTWOKINDSOFCORPORATIONHASTOTALLYDIFFERENTSCALEANDDIFFERENTTARGETMARKET,WHILETHROUGH
34、THECOMPARISONOFTHESETWO,WECANSTILLFIGUREOUTHOWTHEYREACHTHEIRGOALINTHEIROWNFIELD,HOWEVER,THEYMAYHAVEFLAWSASWELL4AFTERANOVERVIEWOFMRWSCURRENTSTRATEGIES,THETARGETMARKETISDEFINEDASYOUNGERCONSUMERSWITHHIGHERLEVELSOFINCOMEWHOENJOYDOINGHOMEHANDYWORK,ANDAREECOLOGICALLYCONSCIOUSBASEDONTHESEANALYSESANDKEEPING
35、INMINDMRWSMARKETINGOBJECTIVES,ANUMBEROFPLANSAREPRESENTEDTOADDRESSISSUESSUCHASPOSITIONINGSTRATEGY,PRODUCTFEATURES,PRICING,PROMOTIONALACTIVITIES,ANDDISTRIBUTIONSUGGESTIONSINCLUDEREDESIGNINGTHELABELTOINCLUDEMOREMODERNSTYLINGANDTHECOLOURGREENLOWERINGTHEPRICEFROM599TO499CREATINGANEW,PROFESSIONALLYDESIGNE
36、DECOMAGICWEBSITEINSTOREPROMOTIONALEFFORTSSUCHASPOINTOFPURCHASEDISPLAYSANDAISLESIGNAGEIMPLEMENTINGSOCIALNETWORKINGINITIATIVESUSINGFACEBOOKANDYOUTUBESPONSORINGTHEMANITOBACYCLINGASSOCIATIONEXPANDINGTHEDISTRIBUTIONNETWORKTOINCLUDEADDITIONALRETAILERSINWINNIPEGTHESEANDOTHERINITIATIVESAREOUTLINEDALONGWITHT
37、IMELINESANDPOSSIBLEASSOCIATEDRISKSANDCONTINGENCIESSALESFORECASTANALYSESREVEALTHATTHOUGH500,000ORMOREINSALESMAYBEINFEASIBLE,PROFITSOF12,097CANBEPRODUCEDIF4OFTHEBRANDONANDWINNIPEGMARKETISCAPTUREDANIMPLEMENTATIONSCHEDULETHENOUTLINESWHENEACHSUGGESTEDINITIATIVESHOULDBEUNDERTAKEN,FOLLOWEDBYANEVALUATIONPLA
38、N5IIENVIRONMENTALANALYSISAINTERNALAUDITMRWINDUSTRIESMRWINDUSTRIESHASBEENOPERATINGSUCCESSFULLYFORNEARLYFOURYEARSEIGHTEENMONTHSAGO,THEECOMAGICPRODUCTWASRELEASEDANDHASBEENCOMPETINGINTHEHOMELUBRICANT,CLEANSER,ANDDEGUMMINGAGENTCATEGORIESSINCETHATTIMEECOMAGICISCURRENTLYTHEONLYPRODUCTMRWINDUSTRIESHASONTHEM
39、ARKETTHECOMPANYISOWNEDBYDAVIDROURKEANDGREGMCFARLANDDAVIDISINCHARGEOFSALESANDFINANCE,WHILEGREGANDHISTEAMHANDLEPRODUCTIONANDPRODUCTTESTINGECOMAGICASAGENERALOVERVIEW,ECOMAGICISANENVIRONMENTALLYFRIENDLYHOMELUBRICANT,CLEANSER,ANDDEGUMMINGAGENT,DIRECTLYCOMPETINGWITHSUCHCONSUMERPRODUCTSASWD40INTHEFORMERCAT
40、EGORYANDGOOGONEINTHELATTERTWOTHEPRODUCTISSOLDINONESIZE,A113MLBOTTLEWITHBLUEANDYELLOWPACKAGINGPROMINENTLYFEATURINGACANOLAFLOWERFROMWHICHTHEPRODUCTISMADETHEPERBOTTLEPRODUCTIONCOSTIS150,ANDCURRENTLYSELLSFORADISTRIBUTORPRICEOF315,ANDARETAILPRICEOF599THEPRODUCTISDISTRIBUTEDTHROUGHVARIOUSRETAILERCHAINSINW
41、INNIPEG,BRANDON,ANDPORTAGELAPRAIRIE,INCLUDINGHOMEIMPROVEMENTRETAILERSSUCHASCANADIANTIREANDWINDSORPLYWOOD,ASWELLASENVIRONMENTALLYORIENTEDRETAILERSSUCHASVITAHEALTH,2FARMKIDS,ANDHUMBOLTSLEGACYITISALSOAVAILABLEONLINETHROUGHTHEECOMAGICWEBSITE,SOLDATRETAILPRICEPLUSSHIPPINGANDHANDLING,ASWELLASGREENPLEASEIN
42、C,ANONLINECOMPANYDEDICATEDTOPROMOTING“GREENLIVING”PRODUCTS6STRENGTHSANIMMEDIATEOBSERVABLESTRENGTHOFTHEPRODUCTISTHATECOMAGICISENVIRONMENTALLYFRIENDLY,ANDISTHUSPOISEDTOENTERTHENEW,QUICKLYGROWING“ECOFRIENDLY”SEGMENTOFTHEMARKETPLACEMARKETRESEARCHCONDUCTEDBYPROBERESEARCHVIATHEIRMANITOBAOMNIBUSSURVEYPROVI
43、DEDBYMRWINDUSTRIESINDICATESTHATASTRONGDEMANDEXISTSFORANENVIRONMENTALLYFRIENDLYLUBRICATINGANDDEGUMMINGAGENT,BUTTHISHASYETTOTRANSLATEINTOSALESFORECOMAGICDISTRIBUTINGTHEPRODUCTTHROUGHSUCHOUTLETSASVITAHEALTH,2FARMKIDS,HUMBOLTSLEGACY,ANDTHEGREENPLEASEWEBSITEHELPSANOTHEREVIDENTSTRENGTHISTHATTHEPRODUCTHAST
44、HEBENEFITOFHAVINGMULTIPLEFEATURESTHECLEANSINGQUALITIESOFTHEPRODUCTARENUMEROUS,THEDEGUMMINGQUALITYINPARTICULARALLOWINGITTOCOMPETEDIRECTLYWITHPRODUCTSSUCHASGOOGONETHELUBRICATINGQUALITIESALSOALLOWTHEPRODUCTTOCOMPETEDIRECTLYWITHPROMINENTPRODUCTSSUCHASWD40THISABILITYTOCOMPETEINMORETHANONEPRODUCTCATEGORYG
45、IVESECOMAGICCONSIDERABLEREACHINTHEINDUSTRYTHATSAID,MARKETINGRESEARCHINDICATEDTHATASTRONGERDEMANDEXISTEDFORTHEPRODUCTINTHELUBRICANTCATEGORYWITHINMANITOBAANADDITIONALSTRENGTHOFECOMAGICISTHATITISLOCALLYPRODUCEDTHEDESIRETOPURCHASELOCALPRODUCTSTOSTRENGTHENLOCALBUSINESSISSTRONGAMONGSTMANITOBANS,ASINDICATE
46、DBYMARKETRESEARCH,ANDASSUCHTHISATTRIBUTEOFECOMAGICANDMRWINDUSTRIESWOULDBEPRUDENTLYEMPHASISEDWEAKNESSESTOTHISPOINT,SALESOFTHEECOMAGICPRODUCTHAVEBEENSOMEWHATSTAGNANT,WITHSOMELIMITEDSUCCESSFROMDIRECTSELLINGEFFORTSONBEHALFOFACASHIERANDPRIMEINSTOREPOSITIONINGATTHECANADIANTIRERETAILERINBRANDON,MANITOBATHI
47、SSUCCESSWASLIMITEDINTHATITEFFECTIVELYDISAPPEAREDONCETHEPOINTOFPURCHASEPLACEMENTANDDIRECTSELLINGEFFORTSSTOPPEDTHISINDICATESTHATPRODUCTAWARENESSISCURRENTLYTOOLOWTOSUSTAINSALESWITHOUTADDITIONALMARKETINGEFFORTSITALSOINDICATESTHAT,WITHRETAILERLEVELMEASURESSUCHASPROMINENTPRODUCTPLACEMENTANDDIRECTSELLINGEF
48、FORTS,SALESDOINCREASE,ANDTHUSDEMANDFORTHEPRODUCTDOES7EXISTIFTHECONSUMERISMADEAWAREOFITONEPOTENTIALPRODUCTWEAKNESSISTHEBOTTLETHEFLIPNOZZLEDESIGNDOESALLOWFORSOMEDEGREEOFCONTROLINAPPLYINGTHEPRODUCT,BUTMAYFALLSHORTINTERMSOFOVERALLEFFECTIVENESSFORINSTANCE,WD40ALLOWSFORPRECISEAPPLICATIONGIVENITSAEROSOLPRO
49、PULSIONANDDETACHABLENOZZLEEVENGOOGONEISAPPLIEDVIAACONCENTRATEDSTREAM,ALSOALLOWINGFORMOREPRECISEAPPLICATIONWHILETHEADOPTIONOFAEROSOLMAYBEUNWISEASITVEERSAWAYFROMTHEECOFRIENDLYBRANDIMAGENOTTOMENTIONPOTENTIALLYIMPOSSIBLEDUETOCORROSIVEELEMENTS,ITMAYBEWISETODEVELOPAMORECONTROLLEDMETHODOFAPPLICATIONFORTHEPRODUCTANEWTYPEOFBOTTLECAP,INOTHERWORDSANOTHERCONCERNMAYBETHEECOMAGICWEBSITEINSHORT,ITNEEDSWORKMAJORISSUESINCLUDETHELACKOFAPROPERDOMAINNAMEIEWWWECOMAGICCA,SPELLINGERRORS,ONLYASINGLEPRODUCTTESTIMONIAL,ANDMISSINGINFORMATIONSUCHASWHERETOBUYTHEPRODUCT,ASWELLASTHELACKOFAPROPERAUTOMATEDP
