SIMULATION TITLE: What is Marketing?

SIMULATION DESCRIPTION: Holden Evan, Inc., has long been the premium dog food market leader with its flagship Grand Champion brand. The brand targets breeders, trainers, and owners of purebred dogs willing to pay higher prices for superior nutritional and health benefits. During an economic downturn, the Grand Champion brand suffered a sharp and prolonged decline in sales. The Marketing Manager must re-evaluate the brand's marketing strategy and marketing management orientation to determine if they need revision.

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Background

Holden Evan, Inc., has long been the premium dog food market leader with its flagship Grand Champion brand. The brand targets breeders, trainers, and
Choose the best brand experience.

YOU CHOSE OPTION 3
The sense of feeding one's dog an affordable quality food.

You chose the sense of feeding one's dogs an affordable quality food. This was the best choice, and was consistent with the product design.

Targeting Customers

Your next task is to decide on the appropriate target market for Grand Champion.

YOU CHOSE OPTION 2
Expand the target market to all customers interested in a quality dog food.

You chose to expand the target market to all customers interested in a quality dog food. This was the best choice, since the product had been reformulated in a way that would appeal to this entire market.

YOU CHOSE OPTION 2
Expand the target market to all customers interested in a quality dog food.

You chose to expand the target market to all customers interested in a quality dog food. This was the best choice, since the product had been reformulated in a way that would appeal to this entire market.

Choosing a Value Proposition

Now that the target market has been chosen, it is time to choose the value proposition to suit those target customers. Choose the best value proposition for your target market.

YOU CHOSE OPTION 2
"Grand Champion—good food for the right price."

You selected “Grand Champion—the good food for the right price.” This was the best value proposition given your target market.

Marketing