하버드 비즈니스 리뷰 HBR 리스테린 케이스 스터디 choosing the right metrics for Listerine brand management in Brazil

목차

1. Assess Listerine’s position in the Brazilian market.
2. If you were hired as Listerine’s brand manager in 2010, how would you react after seeing the market share loss as shown in case Table 3? How did Colgate x manage to rapidly increase market share from 2009 to 2010?
3. If you were the Listerine’s Brand Manager, which marketing metrics would you emphasize as reflecting the Brand’ objectives? What are the pros & cons of each marketing metric proposed?
4. As Listerine’s brand manager around 2010, which marketing metrics did Art emphasize as reflecting the brand’s objectives?
5. What was the role of the sub-brand Listerine Essencial and, later, the Listerine Zero new product launch? How are the products launches related to the targeted brand’s objectives?
6. What was the importance of the “21-day challenge” campaign and new TV campaigns? And what about the new larger SKUs and the promotional effort to offer a 1.5 L bottle for the price of a 750 ml one? What metrics was the brand trying to influence according to the proposed system of metrics?
7. Assume that you were tasked with increasing the market share of Listerine while retaining profitability. What system of metrics do you suggest for the Brand? How would you link the metrics with possible decision levers?

본문내용

1. Assess Listerine’s position in the Brazilian market.
• Listerine is the most well-known brand of mouthwash products in Brazil also it’s a brand-recognized product regardless of their classes. Since the end of 2014, Listerine has been ranked as No.1 product category volume among mouthwash products, accounting for 13% of the grocery channel distributed in the Brazilian market. • Listerine is a market leader who holds the largest market share in the mouthwash category of oral care in Brazil. Within the product category, Listerine took up 41.7 percent of the market as of 2015 compared to the 26.9% of the competition. • Listerine emphasizes the efficiency of the product, unlike other bottled water products, when consumers drink Listerine, they are making good oral care and making their mouths cleaner and healthier.

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