- 29Vibrant New Packaging Was Created
- 28Traditional Lightbulb Shapes Were Used Except for Decorative Bulbs
- 27Marathon Lightbulbs Last Five to Seven Years
- 26Halogena Lightbulbs Last Two Years
- 25Long Life Identified as the Only Lightbulb Benefit Worth a Premium
- 24Sophisticated Qualitative Market Research Used to Pinpoint Key Benefit
- 23The Project Began with a Thorough Review of the Market for Lightbulbs
- 22DuraMax Lightbulbs Last One Year
- 21History Shows Long Life as the Number One Attribute for Lightbulbs
- 20The Long-Life Lightbulb Formula Is Tricky
- 19The New Corporate Long-Life Strategy Included Three Brand Names
- 18Marketing Plan Written with Two Primary Objectives
- 17Philips Decided to Become the Long-Life Lightbulb Company
- 16Benefits Must Be Perceived by Customers
- 15Innovation Is a Good Way to Maintain Market Presence
- 14Conservative Financial Projections Were Prepared
- 13Internal Staffing Maintained a Lean Organization
- 12Product Warranties Were Unnecessary Due to Wooster’s Strong Reputation
- 11The Advertising Media Strategy Was Directed to the Trade
- 10The Advertising Copy Strategy Was to Sell the Improvement
- 09In-Store Displays Were Used to Attract Consumer Attention
- 08The Pricing Strategy Was to Meet the Low-Priced Imports
- 07The Wooster Brush Traditional Sales and Distribution Methods to Be Used
- 06Production Would Be in Ohio to Maintain Tight Control
- 05A Comprehensive Product Line Was Developed
- 04The New Mini-Roller Was to Be Called Jumbo-Koter
- 03Specific Marketing Objectives Were Set for the New Product
- 02Planning Assumptions Were Developed Based on History and Research
- 01Market Research Confirmed a Major New Product Opportunity