The Excellent Olive Oil of Pfeifer positioned and was invented to serve as a heart healthy, but slightly higher priced substitute for margarine and butter in cooking. With growing product offerings and a narrow target market and market potential, it was especially important for the Great Olive Oil of Pfeifer to get the most for its limited marketing budget.
Media Planning for Pfeifer's Fine Olive Oil
The number of possible media for advertisements its line of products was daunting. Would a media planning model (optimizer) that demanded executive rulings on several crucial input signals be helpful?
PUBLICATION DATE: July 12, 2011 PRODUCT #: UV5776-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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