Using the above insights, you are asked to provide marketing strategy recommendations to Clearblue Australia, focusing on addressing the following four questions;
Q1: Provide an outline of the consumer decision process for the pregnancy test consumer. Discuss why this process is important for Clearblue marketers to complete. Finally, share your recommendations for Clearblue at each stage of the consumer decision process?
Q2: Pregnancy tests are an inelastic price category. Discuss how the inelastic nature of priced demand impacts the pricing strategy and tactics for Clearblue pregnancy tests.
Q3: Pharmacies are an important distribution channel for Clearblue. (a) What type of channel power do pharmacy retailers have over Clearblue? (b) What are the implications of this when dealing with channel conflicts? (c) Provide at least two strategies for managing channel conflict.
Q4: Clearblue is a global brand. Define and outline why Clearblue should consider the ten commandments of global marketing when adapting in-store education materials from other global markets to Australian retail stores. Choose three (3) from the ten commandments of global marketing and provide a recommendation for each that Clearblue should consider when adapting in-store education materials from other global markets to Australian retail stores.
Referencing Styles : Harvard
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