Arctic Power Canada Essays - Cleaning, Hygiene, Home,

Arctic Power Canada Colgate-Palmolive Canada Arctic Power Detergent Introduction The Canadian laundry detergent market is mature, very competitive and dominated by three major consumer packaged goods companies, one of which is Colgate-Palmolive Canada (CPC). Arctic Power is CPC's top-of-the-line offering in its laundry detergent line. Arctic Power is specially formulated for washing in cold water. The detergent has risen in market share from 4% in 1981 to 6.5% in 1986, and the Senior Product Manager has established a goal of reaching 12% market share by 1996. Problem Definition Linda Barton and Gary Parsons face two problems. First, they must determine whether to continue developing the brand in their already strong regional markets of Quebec, the Maritimes and British Colombia, or go national with marketing efforts. Second, they must decide whether to use a single positioning strategy (as was successfully implemented in Quebec) or continue to use a dual positioning strategy. The dual strategy consisted of highlighting Arctic Power as a superior detergent in areas with strong sales, and focusing on encouraging Canadians to use cold water washing in areas with relatively weak sales. Analysis When it comes to laundry detergents, Canadians primarily think of one name, Tide. Procter and Gamble's Tide detergent has captured over one-third of the market and is twenty percentage points ahead of its closest competitor in market share. While Tide and Arctic Power are equivalent brands in terms of cleaning power, Tide outsold Arctic Power by a 5 to 1 ratio in 1986. The market share for Tide has remained level (at approximately 34%) during the same time that Arctic Power has enjoyed a market share increase from 4% to 6.5%. Due to Tide's dominance in the detergent market, it will play an important role in any major change in Arctic Power's strategy. Costs and profit structures for leading detergent brands were similar. A break-even analysis for the market (see Appendix A) indicates that a detergent must capture approximately 8% - 8.5% of the market in order to break even nationally. Detergents with small portions of market share have experienced diminishing sales (see Appendix B). Of the twelve offerings (or group of offerings) that held 10% or less of the market share, only two experienced sales growth from 1983 to 1986 - Wisk and Arctic Power. To keep its market share, Wisk spent disproportionately high amounts of money on advertising (see Appendix B). In such a competitive market with a high break-even threshold and increasing prices for materials, it is reasonable to believe that the offerings with lower market shares will continue to decline. This decline will provide opportunity for Arctic Power (although CPC's economy detergent offering, called ABC, has consumed much of the market share that was lost by the smaller compet itors). Arctic Power holds a strong share of the market in three regions: Quebec (17.5%), Maritimes (6.3%) and British Columbia (5.5%). These three regions comprise 44% of the total volume of detergent sales for the country. Other regional market sizes are displayed in Appendix C. For Arctic Power to capture 12% of market share, it must look beyond these three regions (see Appendix C). Thirty-nine percent of the Canadian market is held in Ontario. Arctic Power's penetration into this large region is a meager 0.8%. For Arctic Power to reach its goal of 12% market share, Ontario must be considered a major part of the strategy. Ontario has the highest return on media expenditure of any region (see Appendix D). Ontario is also changing the way that it washes clothes. The proportion of households in Ontario that use cold water washing has increased from 14% in 1981 to 17% in 1986. Hence, a marketing strategy that will provide further penetration into Ontario is quite desirable. Arctic Power's positioning strategy has been twofold. First, Arctic Power has been positioned in eastern Canada as a superior laundry detergent, especially formulated for cold water washing. In the western market, Arctic Power has attempted to develop the cold water market. In either case, Arctic Power's position is connected to cold water. The good news is that regular cold water washing has increased nationally from 20% in 1981 to 29% in 1986. Another 25% of consumers could be described as occasional users of cold water for washing. Hence,

Purposes of Government essays

Purposes of Government essays The United States Government has six main purposes. They are as follows: to form a more perfect union, to establish justice, to ensure domestic tranquility, to provide for the common defense, to promote the general welfare, and to secure the blessings of liberty. Evidence of these purposes can be found in a number of places. News articles are an example of one of these places. The first article I chose is about the conflict between Iraq and the U.S./world. The article is mainly about President Bushs speech to the U.N. He is demanding action. He said that if the U.N. wont do anything that the U.S. would move alone. He talked about how Iraq has been disobeying and disregarding the U.N. for years without consequence. Another point made by the president was the fact that Iraq has admitted to producing mass quantities of nuclear, chemical, and biological weapons. The Iraqi representative denied this and most other accusations. The reactions of the people there were mixed. Many totally agreed with Bush. Many agreed with what he said but disagreed with his solution. Many just needed more information. This speech got many plans into action. The U.S. is now working with many different countries to devise a plan of action. The plan is basically, as of Thursday, to try one more weapons inspection, possibly along with a military threat, and if they ref use to take action against them. To show his faithfulness to the U.N. after his challenge, Bush announced that the U.S. will rejoin the U.N. Educational, Scientific and Cultural Organization, or UNESCO. This article is an example of the government promoting the general welfare. The president is trying to stop Saddam Hussein because he is a threat to U.S. people as well as all the people of the world. The other article I chose was about the conflicts in our justice system in how to try t ...

Advise UK Commodities Assignment Example | Topics and Well Written Essays - 1500 words

Advise UK Commodities - Assignment Example One issue that arises under the incoterms is the CIF1. This term refers to the Cost Insurance Freight. In this case, the issue of CIF Southampton arises, and this involves the costs, and Insurance Freights of delivering the products to Southampton. In CIF, the seller insures the products during the course of transportation and delivery. FOB Southampton on the hand denotes that the buyer will have to bear all the risks, and costs associated with the transportation of the goods once the goods pass through the ships rail. In this case, UK commodities contracted Dutch grains, to supplier 45,000 bags of wheat, in March. The supplier had to ship them directly to Southampton, from Rotterdam. As shippers, the company arranged to transport the cargo and the goods were at the port by 25th of March. However, the ship delayed till the 2nd of April and despite this, the ship master issued the goods with a clean bill of lading without checking. The ship used another route that of Calais, instead o f that of Rotterdam. The result of this breach of the contractual agreement was that the price of wheat fell, and a large quantity of wheat under transit was damaged. Dutch Grains breached the contract in the following ways, 1. Did not transport the commodities at the required time. Section 29 of the 1979 sale of goods act outlines the rules concerning the delivery of a product or goods. Section 29 part 1 of the sale of goods act denotes that it is the stipulations of the contract to determine who will transport the goods to the buyer’s premises. Section 29, part 3 of the act denotes that the seller must send the goods to the buyer, at within the agreed time, and if the time period is not agreed, the seller must send the goods to the buyer within a reasonable time, and this time must depend on the matter of facts. Section 13 of the 1979 Sale of Goods act denotes that a buyer can refuse to accept the goods if they do not meet the description contained in the contractual agreem ent2, and this also includes the time when the goods are supposed to be delivered. In our case above, the carrier hired by Dutch grains did not transport the grains within a reasonable time, because they were to transport it on March, and they failed. They also used a longer route that contributed to the delay in delivery of the wheat. On this basis, they breached the provisions contained in section 29 parts 3 of the 1979 sale of goods act. Section 29 part 5 of the act denotes that if this is breached, the contract can be rendered void3, and thus the buyer can refuse to accept the goods. 2. Did not supply the goods in the right quality. Another breach by the carriers is that they supplied the wheat products when they were already damaged. Section 35 part 2 of the 1979 sales act denotes that a buyer who has never examined the goods under consideration has not accepted the goods until he has examined them in order to ascertain if the goods are in accordance to the agreements stipulate d in the contract. Subsection (b) of part 2 denotes that if the sale of the goods is by sample, the buyer must ascertain that quality of the goods under consideration, matches the quality of the sample. In our case above, a large proportion of the wheat were damaged4. On this basis, the buyer can reject the goods under consideration. This argument is reinforced by the provisions contained in Section 35A part 1(a) which denotes that the buyer has a right to reject goods brought to him by a seller, if he breaches the contractual agreement. Part (b) of the same section denotes that a buyer can reject some of the goods that have breached his contractual obligation with the seller. In our case abov