Index_P

P

packaging strategy, 11

for Energizer EZ Change hearing aid batteries, 2123, 35

for Jumbo-Koter by Wooster Brush, 44

for Leggs hosiery, 8586, 93, 94, 100

for Philips long-life lightbulbs, 6970, 79

in sample marketing plans, 141142, 156, 158159, 221, 230, 253, 317, 341

for Treo device, 124, 127, 132133

for Zicam cold remedy nasal gel, 108, 116

Palm Pilot, 119, 121

Panasonic, 70

panel tests, for housewares product company, 304, 306307, 311313

personality associations technique, 240241

Philips Electronics North America Corporation, 58

Philips Lighting Company, 4, 5880

Philips long-life lightbulbs, 4, 5880

advertising copy strategy, 7273, 79

advertising media strategy, 7273, 79

background, 5961, 77

brand names , 59, 6569, 7174, 78

competitors , 60, 62, 64, 6667, 69, 70, 72, 7576, 80

consumer usage and attitudes, 6264, 7778

contingency plans, 7576, 80

customer support strategy, 75, 80

financial projections, 75

in-store merchandising , 7475, 80

marketing plan summary, 7780

market review, 6165, 77

packaging strategy, 6970, 79

planning assumptions, 6465, 78

pricing strategy, 6365, 7172, 79

production strategy, 70

product line strategy, 5961, 6569, 7174, 7879

product warranties, 75, 80

publicity strategy, 7374, 7980

sales and distribution strategy, 7071, 79

strategic marketing objectives, 65, 78

planning assumptions, 10

for alkaline battery manufacturer, 141, 152156

for Energizer EZ Change hearing aid batteries, 28, 2931, 34

for Jumbo-Koter by Wooster Brush, 4243, 54

for Philips long-life lightbulbs, 6465, 78

for telephone conferencing device company, 174,

176, 189190

positioning, importance of, 3

press releases, 50, 56

pricing strategy, 11

for Energizer EZ Change hearing aid batteries, 2324, 35

for Jumbo-Koter by Wooster Brush, 40, 4243, 4748, 55, 57

for Leggshosiery, 8687, 101

for Philips long-life lightbulbs, 6365, 7172, 79

in sample marketing plans, 156, 160, 193, 229231, 254, 294, 317318, 342

for Treo device, 125127, 133

for Zicam cold remedy nasal gel, 108109, 116

product design, for Treo device, 124125, 132

production strategy

for Energizer EZ Change hearing aid batteries, 23

for Jumbo-Koter by Wooster Brush, 4647

for Philips long-life lightbulbs, 70

in sample marketing plans, 193, 257

for Treo device, 126

product line strategy, 11

for Energizer EZ Change hearing aid batteries, 22, 35

for Jumbo-Koter by Wooster Brush, 4546, 52, 55

for Leggshosiery, 8586, 100

for Philips long-life lightbulbs, 5961, 6569, 7174, 7879

in sample marketing plans, 192195, 221, 229, 252253, 294, 316, 341

for Treo device, 123124, 132

for Zicam cold remedy nasal gel, 107108, 112, 116

product warranties

for Jumbo-Koter by Wooster Brush, 5051

in marketing plan, 11

for Philips long-life lightbulbs, 75, 80

prototypes , for Jumbo-Koter by Wooster Brush, 41

psychographic recruiting, 238

psychographic screening questionnaires, for Philips long-life lightbulbs, 62

publicity strategy, 12

for Jumbo-Koter by Wooster Brush, 50, 56

for Leggshosiery, 8687, 9091, 102

for Philips long-life lightbulbs, 7374, 7980

in sample marketing plans, 255, 319, 341

for Treo device, 129, 134

for Zicam cold remedy nasal gel, 105, 106107, 109, 114, 117