Situational Analysis: Coppertone Bug and Sun

Paper Summary:

This article discusses the marketing of the sunscreens/repellents Bug and Sun by Coppertone. The writer compares the marketing of these products in Omaha, Nebraska and in Anaheim, California. In this paper, the writer examines the marketing strategies for each of the markets. In this analysis of the various marketing strategies, the writer includes the impact of climate differences.

From the Paper:

"When companies decide to market the same product in different locations, they need to take into account the differences in demand in each market. One of the first decisions these companies make is whether the product will have sufficient demand in various markets to make its widespread availability worthwhile. This is commonly done when companies take on international marketing, but may be less rigorous when the product is being marketed in a single country. This research considers the marketing strategies for a ..."

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